Iberia, Spain’s most valuable tourism brand
According to the latest measurement by the international consultancy Brand Finance, Iberia is the most valuable brand related to the tourism sector in Spain.
According to this ranking, which assesses the brand of companies in the country and their contribution to the business itself, Iberia is in 22nd place in the overall ranking this year, an improvement of 10 places compared to 2022, which is, in turn, one of the most positive developments in the ranking. Iberia renewed its brand in 2014 and, since then, has achieved sustained growth in the value of its brand. Specifically, in the last year it has been around 30 percent, according to Brand Finance.
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Brand-driving leaders
The Brand Finance study also includes a ranking of the executives who have contributed most to boosting their brand. Javier Sánchez-Prieto, president and CEO of Iberia, appears as the second executive among what the consultancy firm calls ‘brand guardians’. In this ranking, the leadership and inspiration of these executives to tackle positive changes has been valued above all. And, more specifically, in the case of Sánchez-Prieto, he obtained the highest scores in employee approval and the strength of his strategy.
In this regard, Javier Sánchez-Prieto, CEO and president of Iberia, considered that “it is a source of pride that Iberia is recognized as the most valuable brand among those related to the tourism sector, and even more so in a country like Spain, where this sector has so much weight in the evolution of our economy. It is further proof of Iberia’s great team; with their work, they are the ones who have managed to increase Iberia’s prestige, valuation and visibility”.
In Spain, the airline has familiarity and consideration levels among consumers of over 90 percent. The Brand Finance report also emphasizes that Iberia has become one of Spain’s icons internationally. The consultant also highlights the contribution of Iberia’s purpose to the value of its brand: the airline has been “generating prosperity by connecting people with the world” for more than 95 years and “always with a Spanish accent”.
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