The consulting firm OnStrategy released its annual study on the most valuable Portuguese brands, the result of an analysis in accordance with the ISO 20671 (strategy and strength assessment) and ISO 10668 (financial assessment) standards, covering various attributes associated with the dimensions of emotional connection, reputation, experience, market performance, employees, and financial health and results.
EDP, with a brand value of €2.571 million, Galp Energia, with €1.274 million, and Jerónimo Martins, with €915 million, lead the ranking of the 50 Portuguese brands with the highest financial value.
The Portuguese energy company leads the ranking of Portuguese brands with the highest financial value, resulting from a combination of achieved and expected financial results and a robust brand strength indicator. The top 5 is completed by Pingo Doce, with a brand financial value of €803 million, and Millennium BCP, which reaches €600 million.
Predominance of energy, retail and banking.
The energy, retail, and banking sectors are therefore those that hold the most valuable brands in Portugal.
“ OnStrategy has been conducting brand valuation and financial assessments since 2009. Throughout this period, we have been able to observe the evolution of brands in crisis and recovery contexts. We have witnessed the collapse of some brands, as well as the financial appreciation of others,” comments João Baluarte, Partner at OnStrategy and head of financial studies. “To carry out this analysis, we consider three factors: the prospects for business and sector evolution, the strength the brand exerts on its main stakeholders, and the context and risk of the geographies and economies in which it operates. In this sense, we have found that, in general, the main Portuguese brands have been reasonably resilient, maintaining or increasing their brand strength indices, being mostly affected by external conditions, namely the risk of the economies in which they operate, for example, as we witnessed during the period between 2010 and 2014.”
The same official further states that “ in terms of results, we can affirm that the size of the largest Portuguese companies and their exposure to other markets and economies justify their results and financial valuation. In sectoral terms, we observe a predominance of energy, retail, and banking . In general, the analysis also includes the identification and evaluation of the cyclical and structural impacts to which the economy, industries, and brands are exposed, as well as the purpose of the brands in the context and conditions of future evolution of the markets in which they operate.”
