Spain lacks branding abroad

There is a big gap between the huge achivements and the perception of Spain abroad according to Jacobo Benbunam. Writing on Finantial Times Special Report, Investing in Spain, oct 24th, 2007), he remarks that the political, economic, commercial and cultural
lanscape has changed more than anywhere else in Europe. And he poses a question: "what should Spanish companies be doing to build their international reputations?"
While over the last 20 years mergers and adquisitions have created important groups with critical mass and resources to expand outside
the home market, few people know that Spain is world leader in renewable energy, home of six of the top 10 constrution groups, or that three out every five flights worldwide are controlled by software developed by Spanish Indra.
"Spanish companies could do more to put themselves on the radar screen of international opinion leaders... Spain needs to rebrand itself", and the only way to do it is by understanding than branding is much bigger than a logo, or an advertising campaign. It needs "a big and unique idea and the co-ordinated effort of the key stakeholders involved in branding a nation."