Santander, Zara and BBVA They head the ranking of the most valuable Spanish brands of 2025, according to Brand Finance Spain 100which every year publishes a list with the 100 most valuable, strong and sustainable brands in the country.
Santander maintains your leadership for sixth consecutive year with a brand value of 19.6 billion euros (+11%)thanks to its solid strategy and financial results. Zaraon its 50th anniversary, it is consolidated as referent of retail and sustainability. BBVA Close the podium with 8.3 billion euros (+23%)highlighting in the banking sector.
He Total value of the 100 main brands reaches the 132,000 million euros4.5% more than in 2024. Banks They represent the 29% of that figurewith 38.8 billion (+16%). Iberia becomes the brand with greater growth (+58%)followed by Sabadell (+51%), Estrella Damm (+31%) and Barceló (+19%). Mahou, For its part, it is crowned like The strongestfollowed by Mercadona and BBVA.
Top 10 most valuable brands in Spain 2025:
Santander – € 19.6 billion ZARA – € 16.2 billion BBVA – € 8.3 million Movistar – € 7.7 billion Caixabank – € 6.4 billion Mercadona – € 5.9 billion IBERDROLA – € 5.2 billion mapfre – € 4.2 billion repsol – € 4.0 billion El Corte English – € 3.7 billion
Banks, beers and airlines push the value of Spanish brands
If we analyze the list, Three of the five most valuable Spanish brands are banks: Santander (leading with an increase of 11% in its brand value, up to 19.6 billion euros), BBVA (third place with a 23% increase in its brand value, up to 8.3 billion euros) and CaixaBank (Fifth place, with a 20% increase in its brand value, to 6,400 million euros).
As for the beer sectorthe total value of the brands increased by 16% by 2025, with DAMM star at the head, which increases its brand value by 31% reaching 1.7 billion euros.
In aviation, Iberia grows 58% (1.6 billion) thanks to its strategic expansion and better perception. In Hospitality, Barceló grows 19% (760 million) and surpasses Meliá in perception (80.9 vs. 79.3).
How the ranking is calculated
Brand Finance elaborates the ranking by measuring the financial value of the brand, which combines future income forecasts attributable to the brand, its profitability and the strength of the same. That is, it is not enough to be known, you have to be profitable and sustainable over time.
Among the criteria used to perform the rankingstand out:
Degree of innovation and adaptation to the market. Brand strength, which measures Familiarity, consideration and preference between consumers (known as Brand Strength Index or BSI).
Financial projections realistic Growth capacity and Scalability
The most valuable brands are not always the strongest
In addition to calculating the value of the brand, The study also determines the relative strength of brands Through a comprehensive metric command box that evaluates marketing investment, the capital of interested parties and business performance, in accordance with ISO 20671.
Strength refers to the efficacy of brand performance in intangible indicators compared to competition. To evaluate them, Brand Finance is based on the Marketing investmenthe capital of interested parties and their Impact on business performance. The data used come from the Brand Finance and public sources own market research program.
Each brand is assigned a Brand strength index (BSI) over 100, which is used to calculate its value. Based on this score, a corresponding brand qualification is assigned, up to AAA+, in a format similar to a credit rating
Top 10 strongest Spanish brands in Spain
Mahou – 93.2 Mercadona – 91.2 BBVA – 87.9 Endesa – 85.2 Iberdrola – 84.8 Posts – 84.4 Antenna 3 Television – 83.4 Caixabank – 81.2 Barceló – 80.9 Meliá – 79,3
The beer brand Mahou He is the strongest Spanish of all sectors, thanks to the valuation of consumers (10 out of 10) in familiarity, knowledge, consideration and preference. It also has an AAA+ rating the Valencian brand Mercadonawhich continues to improve every year the qualifications received from the Spanish population
Brand Guardians: The best leaders
In addition to evaluating brands, the study states the best CEOs of Spanish companies. This year, Héctor Grisi, CEO of Santander, heads the ranking of “Brand Guardians”, followed by Gonzalo Gortázar Rotaeche (Caixabank) and Maarten Wetselaar (Moeve).
This index measures the effectiveness of the CEOs by managing and developing their brands to create sustainable value. The score is based on surveys to journalists, financial analysts and informed public, and reflects its positive impact on the perception and strength of the brands they lead.
Zara devastates sustainability
Finally, Zara leads the sustainability perception index With 1.3 billion and a positive gap of 274 million: their real efforts in ESG exceed the perception of consumers. This differential represents a great opportunity to better communicate its advances and further reinforce its position.
As explained Pilar Alonso UlloaDirector General Iberia and South America of Brand Finance, «Zara has the highest perception value of sustainability, with 1.3 billion euros, and the highest positive gap value in Spain, with 274 million euros, which means that its real performance in sustainability is significantly better than it is perceived. This gap represents a brand value that could be used through a clearer and concise communication of its progress in Esg ».
