{"id":656,"date":"2024-07-02T18:58:42","date_gmt":"2024-07-02T16:58:42","guid":{"rendered":"https:\/\/www.justretail.news\/latam\/?p=656"},"modified":"2025-11-08T23:53:49","modified_gmt":"2025-11-08T22:53:49","slug":"zara-lider-en-sostenibilidad-y-valor-de-marca-en-2024","status":"publish","type":"post","link":"https:\/\/www.justretail.news\/latam\/noticias\/zara-lider-en-sostenibilidad-y-valor-de-marca-en-2024\/","title":{"rendered":"Zara: l\u00edder en sostenibilidad y valor de marca en 2024"},"content":{"rendered":"\n<p>El informe Espa\u00f1a 100 de Brand Finance ha revelado que Zara, buque insignia de Inditex, se posiciona como la marca espa\u00f1ola de <em>retail<\/em> l\u00edder en sostenibilidad en 2024. Junto a Santander y Mercadona, Zara forma el tr\u00edo de marcas con mayor percepci\u00f3n de sostenibilidad y potencial para mejorar su valor a trav\u00e9s de una comunicaci\u00f3n efectiva de sus iniciativas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Estrategia de Zara: tiendas m\u00e1s grandes y mejor ubicadas<\/h2>\n\n\n\n<p>El valor de marca de Zara ha crecido un 43 %, alcanzando los 15.200 millones de euros impulsado por los r\u00e9cords financieros de Inditex y su estrategia de tiendas m\u00e1s grandes y mejor ubicadas. Zara se ha destacado por sus esfuerzos en mejorar la sostenibilidad de sus productos y procesos, como el <strong>uso de fibras sostenibles, el redise\u00f1o de empaques ecol\u00f3gicos y la eliminaci\u00f3n de pl\u00e1sticos de un solo uso<\/strong>, subrayando as\u00ed su compromiso serio con el medio ambiente, sin embargo a pesar de su liderazgo en sostenibilidad, Brand Finance se\u00f1ala que Zara podr\u00eda fortalecer la comunicaci\u00f3n de sus acciones en este campo para maximizar su impacto en la percepci\u00f3n de los consumidores.<\/p>\n\n\n\n<p>El panorama de marcas espa\u00f1olas valiosas y sostenibles destaca a <strong>Santander como la marca m\u00e1s valiosa de Espa\u00f1a<\/strong> por 13o a\u00f1o consecutivo, con un valor de 17.600 millones de euros y entre las marcas con mayor crecimiento, Cupra, BME y Cabify sobresalen con incrementos del 144%, 134% y 104%, respectivamente. Adem\u00e1s, Jos\u00e9 Manuel Entrecanales, presidente de Acciona, ha sido reconocido como el CEO mejor valorado en Espa\u00f1a, gracias a su visi\u00f3n estrat\u00e9gica y su capacidad para inspirar cambios positivos.<\/p>\n\n\n\n<p>El estudio de Brand Finance subraya la creciente importancia de la sostenibilidad como un factor clave para el valor de marca. Las <strong><a href=\"https:\/\/www.justretail.news\/latam\/noticias\/glamping-experiences\/\">empresas comprometidas con pr\u00e1cticas sostenibles<\/a><\/strong> no solo mejoran su imagen y reputaci\u00f3n, sino que tambi\u00e9n se posicionan para un \u00e9xito a largo plazo. En este contexto, Zara, Santander y Mercadona sirven de inspiraci\u00f3n para otras empresas, demostrando que un valor de marca s\u00f3lido puede ir dela mano con un compromiso genuino con la sostenibilidad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zara se ha destacado por sus esfuerzos en mejorar la sostenibilidad de sus productos y procesos.<\/p>\n","protected":false},"author":3,"featured_media":657,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[59,61],"tags":[102,100,101,105,52,103,104,106],"class_list":{"0":"post-656","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-destacadas","8":"category-esg","9":"tag-bme","10":"tag-brand-finance","11":"tag-cupra","12":"tag-inditex","13":"tag-retail","14":"tag-santander","15":"tag-sostentabilidad","16":"tag-zara"},"yoast_head":"<!-- This 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