MESIAS - Brand Intelligence Spain
Measuring country brand effectiveness
Dr. Héctor González-Jiménez from The York Management School has been invited to join the MESIAS project in an advising role as a Senior Analyst.
The MESÍAS system (Marca España System for Applied Intelligence) is a scientific monitoring and measurement tool that allows for a quantitative analysis of the evolution of Spain’s country brand. The system facilitates the detection of strengths and weaknesses in order to issue strategic recommendations to strengthen the competitive positioning of Marca España (Spanish Brand).
The project is developed by the ESIC Business and Marketing School, as part of the Brand Observatory led by the Elcano Royal Institute, while being promoted by Spain’s Ministry of Foreign Affairs in cooperation of the Government of Spain.
A key output of the project is the Marca España Confidence Index. This annual numeric indicator offers data on the internal confidence of Marca España, measures changes in value perception, provides an updated situation assessment to anticipate trends and serves as a public policy support tool.
The projects also benefits from the support of leading companies such as Balay, Campofrío, Cepsa, El Corte Inglés, Aviva, FCC, Iberdrola, Ernst and Young, Indra, La Caixa, Navantia, Santander and Telefónica.