Iberia, The Most Valuable Tourism Brand in Spain

• Iberia’s president is the second most valued executive in the country for his contribution to promoting the airline's brand.

• According to the ranking by the international consultancy Brand Finance, it has risen from 32^nd to 22^nd place in the national ranking.

According to the latest assessment by the international consultancy Brand Finance, Iberia is the most valuable brand in the tourism sector in Spain.

This ranking, which assesses the brand of companies in the country and its contribution to the business itself, places Iberia in 22^nd place in the general ranking this year, an improvement of 10 places compared to 2022, which is, in turn, one of the most striking evolutions in the ranking. Iberia renewed its brand in 2014 and achieved sustained growth in its brand value. Specifically, in the last year it has been close to 30%, according to Brand Finance.

Leaders Driving the Brand

The Brand Finance report also includes a ranking of the executives who have contributed the most to boosting their brand. Javier Sánchez-Prieto, president and CEO of Iberia, appears as the second executive among what the consultancy calls "guardians of the brand." This ranking has valued, above all, the leadership and inspiration of these managers to address positive changes. And, more specifically, Sánchez-Prieto obtained the best scores in employee approval and strategy strength.

In this sense, Sánchez-Prieto said that "It is a source of pride that Iberia is recognised 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 our economy. It is further proof of Iberia’s great team; with their work, they are the ones who have improved Iberia's prestige, appreciation and visibility”.

In Spain, the airline has levels of familiarity and consideration among consumers above 90%. The Brand Finance report also emphasises that Iberia has become one of Spain’s international icons. Likewise, the report highlights the contribution of Iberia's mission to the value of its brand: the airline has spent more than 95 years "generating prosperity by connecting people with the world", "always with a Spanish accent".