ABSTRACT
The brand Spain encompasses a complex brand architecture where not all regions have the same aspirations. Managing this brand ecosystem requires coordination or clear hierarchical competence distribution. As a tourism destination, Spain is a rich brand with a strong awareness and very positive associations: the governance model has enhanced the attractiveness of Spain. On the other hand, the balance is not so positive when the brand Spain sells economic attractiveness. The touristic brand eclipses this dimension. On top of that, co-branding with the EU brand is actively sought by national and regional policymakers as Europeanism is a deeply rooted value.
