The internationalization and branding of Spanish cured meats and cheeses under the concept of Marca España

Abstract

As gastronomy acquires an increasingly relevant role in the international projection of countries, traditional agri-food products become strategic elements of the image of each nation. However, the international reputation of Spanish gastronomy has not been similarly reflected in the global positioning of its cured meats and cheeses. This thesis analyzes the stages of internationalization and branding of these products based on the conceptual framework of the Marca España. Through the analysis of export data, an interview with a producer of the sector, and a survey on consumer perception, their main opportunities, limitations, and strengths in international markets are analyzed. Finally, a strategy aimed at strengthening its visibility, brand coherence, and international competitiveness is proposed.