Marcas portuguesas são resilientes face aos desafios económicos: EDP lidera

Todos os anos, a consultoria líder em avaliação de marcas Brand Finance testa 5.000 das maiores marcas e publica mais de 100 relatórios, classificando marcas em todos os setores e países. O ranking Brand Finance Portugal 2024 inclui as 25 marcas portuguesas mais valiosas e fortes.  

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Energy giant EDP maintains its top position as the most valuable Portuguese brand despite facing loyalty challenges, according to the latest Brand Finance Portugal 25 2024 report from Brand Finance, the world’s leading brand valuation consultancy.  The report measures the value and strength of Portuguese brands in a volatile economic environment.

Key report findings:

1. EDP Remains Portugal’s Most Valuable Brand: With a 4% increase in brand value to €2.5 billion, EDP continues to lead. However, the company faces challenges in customer loyalty and brand strength.
2. Sustainability Drives Brand Value: EDP also tops the Sustainability Perceptions Value ranking at €258 million, demonstrating the growing importance of eco-friendly initiatives in brand perception.
3. Galp and Pingo Doce Weather the Storm: Despite slight decreases in brand value, these giants maintain their positions in the top three, showcasing resilience in challenging market conditions.
4. Continente’s Remarkable Rise: A 49% surge in brand value propels Continente from 6th to 4th place, a testament to the power of successful diversification strategies.
5. Recheio, The Fastest Growing Brand: With a staggering 76% increase in brand value, Recheio emerges as the fastest-growing Portuguese brand this year, capitalising on the recovery of hotels, restaurants and cafés.
6. NOS, Portugal’s Strongest Brand: NOS solidifies its position as the strongest Portuguese brand, with a 10% increase in brand value and an improved Brand Strength Index.
7. In addition to being the most valuable Portuguese brand, EDP has the largest value attributable to its perceived sustainability on environmental, social, and governance topics. It has the greatest amount of brand value at risk on these issues.

Pilar Alonso Ulloa, Brand Finance Director, commented:

“This year’s ranking demonstrates the adaptability and innovation of Portuguese brands. While challenges persist, particularly in customer loyalty and market volatility, the overall trend shows Portugal’s robust and dynamic brand landscape.”

The report underscores the importance of sustainability, customer engagement, and strategic diversification as key drivers of brand value. As Portuguese brands navigate global economic uncertainties, their ability to innovate and adapt will be crucial in maintaining and enhancing their market positions.

Note to Editors 

Every year, leading brand valuation consultancy Brand Finance tests 5,000 of the biggest brands and publishes over 100 reports, ranking brands across all sectors and countries. The Brand Finance Portugal 25 2024 ranking includes the top 25 most valuable and strongest Portuguese brands.  

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. 

The Brand Finance Portugal 25 2024 report includes the full ranking, additional insights, charts, more information about the methodology, and definitions of key terms.   

Cristina Cruz

Co-fundadora e CEO da comunicaRH