Brands are born from the need to distinguish products from each other. Their origins lie in the creation of company or “personal brands”by craftsmen for both functional and artistic products. Brands currently identify a product or a service whose features and quality are designed to satisfy the requirements of purchasers.

When a painter signs a work of art or an architect a project, their names are brands that indicate that these goods or services have been produced by specific people.In the case of companies,the brand will be more or less appreciated by the target market according to its recognition and prestige.

Celebrities with successful careers,who are in the public eye,assume the responsibility placed on them by their place of birth. People who are anonymous outside their circle of acquaintance are also obliged to promote their place of birth.To a large degree, all the inhabitants of a country or a region have an influence on its image, that is to say, on the construction of the “National Brand”.

Celebrities become representatives of their countries when their fame spreads beyond the borders of their place of birth.They become “ambassadors”. If these celebrities are also highly-valued within their professional field, they also become a reference in their specialty and ambassadors of the “National Brand”.

Throughout history,many Spaniards have played this role.The explorers who brought Europe to America, the writers who made the Spanish language an instrument of global communication, the artists who made Spanish painting a world reference in art and, nowadays, the sportsmen and women who triumph all over the world.All of them,and others,have contributed to creating an image that has led to a “National Brand”, the “Spain Brand”.

Today,the Spain Brand has undisputed prestige.Nevertheless,it needs an aggiornamiento,it needs to be updated,balancing the reality of the country with current perceptions.This is where the “Ambassadors of the Spain Brand” can contribute to setting up an effective and well-coordinated team in order to place the “Spain Brand”high up in the global ranking. All of us,in accordance with our roles,must contribute to this commitment: from celebrities whose attitudes are broadcast in the press, to the millions of anonymous Spaniards who travel abroad and host visitors in Spain.

All of us, as “individual brands”, contribute to the construction of the “Corporate Spain Brand”.

This everyday work is essential.Each and every one of us must assume our responsibility.We can all make a greater or smaller contribution, and these contributions together will lead to Spain receiving the recognition it deserves.