Spanish it is the unmarked country in the new world economic order. The latest annual Country Brand Ratings – Investment Edition prepared by the company Bloom Consulting evaluates approximately 200 countries and territories worldwide, analyzing variables such as economic developments, digital demand, country brand strategies or online performance. Spain appears in 17th place, after descending three steps, below the place corresponding to the level of gross domestic product (GDP). The only truly reputable brand is tourism.

Constant name changes –three in four years–, different political strategies, mortal organization chart and officials who only lasted a short time in their positions – several, months – undermined Spain’s goal of having a good country brand in the new global economic order.

It looks amazing, the book How to get out of this (II) warned that the Government Spain has copied its new country brand. “Not only changing brands and jackets, with three changes to directors and projects in just four years, but ending up using another brand that was used for a different purpose. Since 2021, Spain in the world it replaces Espaa Global, which has left Marca Espaa”, explains Mundiediciones’ work.

Today it is still not defined, with sufficient rigor and entity, the correct branding act in terms of state brands. It is more, concrete ideas are not reinforced nor is it specified in what Spain wants to be a leader.

Spain has the tourism brand, as evidenced by the ratings, but not in terms of investment, where it appears to be relegating well below its corresponding position due to its level of GDP.

Case Cervantes Institute is another good manifestation of lack of criteria in spanish. It has a presence in 45 countries with 88 centers, when – following in the footsteps of others such as France, Germany or the UK – it is known that it is better to focus activities in the countries, rather than in the centres. Or what dominates as the main goal is the placement of people, about a thousand?

Spanish it has no institutions for the promotion, defense and economic representation of its interests, in the style and commitments made by Britain, France or Germany in relation to their companies, nationals and national interests.

No reference in the world

There was a time when different Spaniards held management positions in international reference organizations, such as NATO (Javier Solana), UNESCO (Mayor Federico Zaragoza), IOC (Juan Antonio Samaranch), Parliamentary Assembly of the Council of Europe (Miguel Angel Martinez), the Western European Union (louis puig) or the European Parliament (socialist Henry Baron you Joseph Borrell and popular Jose Maria Gil-Robles and Gil-Delgado). The exception is Nadia Calvinopresident of the International Monetary and Financial Committee (IMFC), the principal advisory body to the Board of Governors of the International Monetary Fund, a position he held for two years and in accordance with his duties as minister and vice president of the Government of Spain .

But overall Spain loses representation, after launching a candidacy proposal which later failed, tarnishing the country’s image abroad. The most prominent example is from Gonzales Laya to WTO, Peter Duke to the European Space Agency or Nadia Calvino to the Eurogroup. One day there will also be an evaluation – which will be published – of the results Carolina Foundation in its goal of training leaders for Latin America. @J_L_Gomez

TO THE TOP

Spanish language it is the fourth most powerful, with English in first place and “slightly behind France and China”, according to Spanish reports in the world. There are 585 million people who speak Spanish and of these, 489 million are native Spanish speakers. From an economic perspective, language is for the Cervantes Institute an “important component” of the human and social capital of a community. In fact, it is estimated 15% of a country’s GDP is related to language.

DOWN

In recent years, Spain has changed its country brand so many times that today nothing is heardneither inside nor outside. “To date, commitments to define and promote initiatives related to Spanish Brandafter Spain as a whole and now Spain in the world they did not give positive results”, notes the former president of the Government of Galicia and professor of economics at the University of Coruña (UDC), Fernando Gonzalez Laxealso a member Country Brand Analysis Group. @the whole world

PROTAGONIST

Minister of Foreign Affairs

Spanish in the World is his new project. It sounds silly to rewrite it now, but Global Spain defines itself as an “inclusive and integrated State policy”, with a call for immortality “in the long term” (sic). The reality is that it lasts for months.

Secretary of State

Profile of the Secretary of State for Ibero-America and the Caribbean and Spain in the World is a diplomat. He has been assigned to Spanish representatives in the European Union, Morocco, Vietnam, the United Nations in New York and Cuba.

Former Secretary of State

Spain Global is unable to demonstrate the so-called “identity economy”. In fact, Global Spain is “little more than an advertising slogan”, but “not the policy of the State”, summed up the former Foreign Minister during Zapatero’s time.

economics professor

“Defining a country’s brand is a job that takes a long time. This is not an easy job. There must be a combination of experts who define the idea we want,” explained the UDC professor who is an expert in country branding. @the whole world