Kalea Group is a consultancy specialized in the Spain Brand. Through Kalea Group, Kalea Ecofriendly and Kalea Sport & Entertainment, we develop international business ideas and offer advice and solutions to clients from all over the world, always guided by our mission to promote and consolidate the image of Spain, its institutions, its companies and its culture.
What is the Spain Brand?
The brand of a country is what it is associated with, that is the sum of a series of perceptions that its inhabitants and also the citizens of the rest of the world have of it. History, culture, successes, important characters, failures, way of life… All this makes up the identity of a country, and as it is transferred to the rest of the world that brand will be positive or not.
For decades, Spain was defined as a place of sun, tapas, bulls and sevillanas. However, our country is much more than that, it is a place of undeniable tradition and history, but it is also at the forefront of science, sports, culture and gastronomy. From this need to reclaim and reinforce the true identity of Spain, in 2012 the Government of Spain created the institution ‘Marca España’ (Spain Brand), today converted into Global Spain, with the aim of improving the image of the country abroad and among Spaniards themselves, presenting the modernity and well-being of the Spanish state to the rest of the world.
What does Kalea Group do for Marca España?
The Kalea Group consultancy, as well as all the companies of the group, we are dedicated to promoting Spanish exports and foreign investment, promoting bilateral relations between Spain and other countries, generating successful exchanges and mutual benefit in different areas such as commercial, sports, cultural or institutional, among others.
Thanks to our network of international contacts we advise our clients so that their ideas are developed and executed with the expected success, but we also develop projects or business ideas of our own in different countries.
In our many trips throughout the world, we have seen a good perception of Spain, and the business opportunities that this entails. Precisely in China, a country with which we have maintained professional relations since 2016, we have been able to verify both by the Ningbó Tournament of 2019 and by the interest in the acb, that Spain and its sport are trendy.
In 2019 Spain was the second country in the world that received the most foreign tourism, with a total of 83.7 million tourists.
The Spain Brand, booming
According to the brand valuation consultancy Brand Finance, the Spain Brand has increased its value by 4% in 2021, placing it 12th in the ranking of the hundred most valuable country brands in the world. In addition, it is one of the twelve nations that exceeds the figure of 1,000 million euros in brand value.
In 2019 Spain was the second country in the world that received more foreign tourism, improving its brand for the seventh consecutive time. 83.7 million tourists visited the country what defines part of its Spain Brand: its gastronomy, tourist and cultural offer and its good climate. A figure that with the arrival of the Pandemic could not progress (the data prior to the COVID-19 crisis predicted that it would overtake France), but that already in 2022 shows signs of recovery.
Trust Kalea Group, a Brand Spain consultancy.
