20/05/2004 00:00
TW
0
Staff Reporter SEVERAL companies with their origins in the Balearics, such as Majórica, Camper and Barceló, are amongst the best-known trade names overseas. According to an enquiry undertaken by the Outstanding Spanish Trademarks Group (FMRE) and researched on the internet in 64 countries around the world, Telefonica, El Corte Ingles, Adolfo Dominguez, Iberia and Torres are the best-known trademarks associated with Spain overseas.


This investigation, led by the Carlos III university in Madrid and sponsored by the Spanish Institute for Overseas Trade (ICEX), aimed to discover to what level, citizens of other countries are familiar with the origins of well-known trade names on a world scale.

Also appearing in the ranking of the 10 best-known Spanish trade names were Tio Pepe, Zara, Gallina Blanca, BBVA and Majórica.
The study reveals that there are many other trade names, which although well-known are not readily recognised as Spanish organisations. This is due, in many cases, to the name itself not appearing to be of Spanish origin.

Apart from the trade names, the internet interviewees from 64 countries from around the world listed positive aspects of their understanding of Spain under factors such as economic development; the high standard of living; the stable democratic system, and the good level of education.

At the other end of the scale, negative factors related to Spain were the low level of technological investigation, the high level of unemployment and the poorly developed Social Security system.

During the presentation of the study, the Promotion director of ICEX, Pedro Moriyón, explained that the “made in” text on a product “is one of the intrinsic qualities of products and services”.

Moriyón pointed out that there are Spanish sectors where the “made in” wording has a “special value”, such as in food and agriculture, and design; but there are other sectors where it doesn't have such relevance such as in technology.

Nevertheless, he considered that “the connection with Spain” has more good connotations than bad ones. A large part of this positive reputation is thanks to the more than 300 arts, crafts and agricultural produce trade fairs which are held annually in Spain.

In the international section of the study, the foreign trade names most identified with their country of origin were Deutsche Bank, from Germany; Tsingtao, from China; Samsung, from Korea; Big Mac from the United States, Ferrari from Italy; Sumitomo Bank from Japan; Coronita from Mexico and Harrods of the United Kingdom.

Conversely, those trade names which were least identified with their nationality were Mentos of Holland; E&J Gallo of the United States; Maggi of Germany; Electrolux of Sweden; Organgina of France; Bang and Olufsen of Denmark; La Perla of Italy; Nokia of Finland; Vodafone of the United Kingdom; and Nescafé of Switzerland.