Spanish Foreign Minister Jose Manuel Garcia-Margallo on Tuesday here presented Brand Spain at an event in which acclaimed chef Joan Roca also participated.
"Spain is perceived as a good country to vacation in, to retire in, it has a good climate, rich biodiversity, a good health system. But Spain is still not perceived as a good country in which to work or invest. This image is not fair," the minister said.
"Spanish companies are among the most important in the leading sectors of the world economy," Madrid's top diplomat said.
Garcia-Margallo said that Brand Spain has to be "distinct and clear" to meet the main needs of the Spanish economy.
"In Spain, we need foreign savings to finance our economy, foreign investment to create jobs, help for our exports and our companies to conquer markets," he said.
The minister insisted that "the Spanish economy will only recover if it triumphs abroad, and for that you have to have a brand image."
"A company that has one brand has one brand. A country that has two brands only has half a brand. A country that has three brands, has no brand," he concluded.
The commissioner for Brand Spain, Carlos Espinosa de los Monteros, said it was "logical" for Paris to be the first European capital in which this initiative would be presented after the European Parliament because France is the main customer for Spanish products.
He emphasized that the main tools for selling Brand Spain abroad are the Spanish language, which is spoken by more than 500 million people, and "the excellent companies in different sectors." EFE