Spain, February 21, 2013 -- Leading figures from the worlds of the arts, cuisine, sports, healthcare, fashion and research were appointed as Honorary Ambassadors of the Marca España brand at a ceremony headed by the Prince and Princess of Asturias at the Banco Santander Financial City. This event, now in its fifth edition, saw Fernando Alonso, Antonio Banderas and chef José Andrés promising to continue taking the prestige of the Marca España to every corner of the world.

These awards are an honour granted by the Leading Brands of Spain Forum (FMRE), set up by more than 100 leading companies to defend and promote their brands as fundamental assets for competitiveness. As the Minister of Industry, Energy and Tourism, José Manuel Soria, stressed in his speech, Spanish brands generate over six million jobs in Spain. In addition, some 40% of GDP “can be attributed to brands”, which is why “they are assets that we must protect and promote”.

In his welcome speech, Emilio Botín, chairman of Banco Santander, noted that “Spain has many strengths with which to construct a stronger country image”. His words were echoed by Prince Felipe, who stressed that “a good country image is fundamental for enhancing theinternational position of any country, in all areas”. The Prince encouraged the award winners to spread the word about “Spain’s wonderful assets and values”.

The awards ceremony served to underscore the idea that Spain is still one of the world’s leading economies and that its companies occupy top positions in many sectors.

Antonio Banderas spoke on behalf of all the award winners in an emotional speech during which he praised the new Honorary Ambassadors for their career achievements. He said that this “noble assignment” bound him to his “land and its people” and pledged his solidarity with all those affected by the crisis.

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