Spain Consolidates Its Position Among the Countries with the World’s Strongest Reputations According to RepCore Nations 2026
July 7, 2026. The analysis, presented in Madrid at an event organized by the Leading Brands of Spain Forum (FMRE) and Reputation Lab, in collaboration with Next Educación, ranks Spain 12th globally and highlights the challenge of translating its solid reputation into greater value for Spanish companies, brands and products.
Madrid hosted the presentation of RepCore Nations 2026: Spain’s Global Reputation, at an event organized by the Leading Brands of Spain Forum (FMRE) and Reputation Lab, in collaboration with Next Educación, and held at Cupra City Garage Madrid.
The results show that Spain has climbed two positions compared to 2025, reaching 12th place in the global ranking, consolidating its position among the countries with the world’s strongest reputations despite an increasingly challenging international environment. While the average reputation of the world’s leading economies continues to decline, Spain has demonstrated remarkable resilience thanks to a robust and highly consistent reputation profile.
The analysis also reveals that Spain scores above the average of the world’s 60 largest economies across all 22 attributes included in the RepCore Nations model. Its strongest assets include its lifestyle, leisure, culture and gastronomy, safety, respect for human rights, and sporting success.
The main innovation introduced in this year’s edition is the Made-in Score, a new indicator developed by Reputation Lab to measure the value that a country’s origin adds to its products and services. In Spain’s case, the findings show that the country’s robust reputation is not yet fully reflected in the perceived value of its companies and products, highlighting a significant opportunity to strengthen the international competitiveness of the Made in Spain label by increasing the visibility of Spanish companies, enhancing perceptions of product and service quality, and reinforcing Spain’s positioning as a technologically advanced country.
The event was opened by Pablo López Gil, Director General of the Leading Brands of Spain Forum (FMRE), and Patricia del Campo, Head of Public Affairs and Corporate Affairs at SEAT and Volkswagen Group Spain. Natalia Arenzana Arias, Partner at Reputation Lab, then presented the main findings of the analysis.
The presentation was followed by a panel discussion moderated by Manuel Campo Vidal, President of Next Educación, featuring Fernando Prado Abuín, Partner at Reputation Lab; Raúl González, CEO EMEA of Barceló Hotel Group; Jordi Colgan, Director General for Economic Diplomacy at the Spanish Ministry of Foreign Affairs, European Union and Cooperation; Eva Piera, General Manager for Institutional Relations, Communications and Sustainability at MAPFRE; and José María Blasco, Executive Director for International Growth at ICEX Spain Trade and Investment.
The discussion highlighted the importance of reputation as one of a country’s most valuable strategic assets and the need to strengthen collaboration between public institutions, businesses and society to transform Spain’s international reputation into a competitive advantage that supports internationalization, exports, foreign direct investment and value creation for Spanish companies and brands.