Portugal 25 2024

Portuguese brands are resilient in the face of economic challenges: EDP leads the pack

• EDP remains on top with a 4% increase in brand value to €2.5 billion
• Galp and Pingo Doce subside in brand value but remain #2 and #3
• Continente brand value surges by 49% to become 4^th most valuable Portuguese brand
• NOS remains the strongest Portuguese brand, with further brand value and brand strength increases

Energy giant EDP maintains its top position as the most valuable Portuguese brand despite facing loyalty challenges, according to the latest Brand Finance Portugal 50 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.