Among the brands that have declined, Zara is the one that has done so to a lesser extent thanks to the increase of 2.4 points in brand strength , which now stands at 81.8 out of 100. This is the second Spanish brand with the highest increase in the indicator, behind BBVA and Santander.
, including a decrease in revenue, the closure of physical stores during the state of emergency, changes in consumer habits, and the weight of uncertainty, which has left the fashion sector relegated to the background.
On the other hand, the study shows that El Corte Inglés and Mercadona are the distribution brands with the best reputation in Spain, the first for its general distribution and the second in the supermarket indonesia business email database segment, and the actions that both implemented in favor of society during the pandemic have favored the perception of both brands.
In the case of El Corte Inglés, which in 2020 fell 40 places, in this edition it has managed to spectacularly recover 83 places, and while last year its brand value fell by 4.8%, this year it experienced a growth of 12%, becoming the Spanish brand with the most brand growth in 2021.