Companies with the best emotional connection with the customer in Spain

Estrella Damm has associated its brand with values such as friendship, summer, and the Mediterranean lifestyle, with campaigns that speak of experiences, encounters, and shared memories. Many consumers feel it as 'their own' brand due to its ability to evoke emotions and be part of everyday life.

Casa Batlló has skillfully transformed its architectural richness into a narrative experience that attracts millions of visitors. Its focus on storytelling and immersive experience allows visitors to connect emotionally with history and art, beyond just being a monument.

MAC Cosmetics has developed a loyalty model that generates 'belonging and a desire to progress within the brand'. Its loyalty program creates a strong sense of community and aspiration, fostering a lasting emotional connection with its customers.

Mahou works on the concept of 'Belonging' in its positioning, which allows it to create a sense of community among its consumers. This marketing strategy focuses on fostering a deep emotional connection, making its customers feel part of something bigger.

IKEA communicates ideas related to home, coexistence, and daily life, connecting with real situations such as moving or new beginnings. Its emotional closeness makes consumers trust the brand to accompany them through important stages of their lives, building 'brand love'.

Adidas maintains a strong emotional connection with consumers globally, which is highly relevant in the Spanish market. This connection is driven by a positive perception linked to lifestyle and sport.

Nike possesses an aspirational identity and a strong emotional connection with sport and performance. Its ability to inspire and emotionally connect through sport and lifestyle keeps it a leading brand in loyalty and recommendation.

Loewe has boosted its global expansion and emotional connection with the public thanks to its consistent and high-impact strategy. Its creative excellence, distinctive design, and campaigns with great cultural resonance have led it to debut in the Kantar BrandZ Spain 2026 ranking.

The Body Shop strengthens relationships with customers by connecting over shared values such as respect, sustainability, and animal welfare. Its 'Love Your Body™ Club' program invites customers to participate in social and environmental causes, creating a powerful emotional bond.

Samsung climbed positions in the Brand EQ 2022 ranking in Spain, standing out for a balanced and consistent perception of quality and reputation. Its constant innovation and the perceived quality of its technological products allow it to maintain a solid emotional connection with consumers.

Sprite emotionally connects with consumers by addressing themes of emotional expression and support, creating a bond beyond the product. Its 'You are not alone' campaign speaks of the transformative power of sharing emotions and opening up to others, resonating deeply with the public.

Santander has achieved a significant increase in its brand value and a strong emotional connection. This is due to a solid social purpose and a relevant digital and cultural experience, including financial education and exclusive benefits.

BBVA is perceived by consumers as innovative and avant-garde, combining tradition and modernity. This powerful combination positions it as one of the most differentiated and relevant brands, with high potential for consolidation in the future.

CUPRA has managed to connect with consumers thanks to its distinctive value proposition and its focus on electrification. Its differential positioning, bold design, and innovative attitude have allowed it to enter the Kantar BrandZ Spain 2026 ranking.

Campofrío has managed to consolidate itself as an emotional icon in Spain, transcending the product to become a brand that generates a significant emotional impact. Its storytelling combines humor, nostalgia, and social reflection, especially through its Christmas ads.

Despite being a technology giant, Amazon has managed to maintain a significant emotional connection with Spanish consumers. It occupied a prominent place on the podium of the Brand EQ 2022 study in Spain, which measures the emotional intelligence of brands.

Google led the Brand EQ 2022 ranking in Spain, which evaluates the emotional intelligence of brands. Its omnipresence and constant utility, combined with a perception of trust, contribute to a strong emotional connection with Spanish users.

Zara maintained its ascent in the Brand EQ 2022 ranking in Spain, demonstrating its ability to adapt to trends and its strong presence in the retail sector. This allows it to maintain an emotional connection with its customers in Spain, who value its accessible and current fashion.