• EDP is the most valuable Portuguese brand (€2,4 billion), followed by Galp Energia and Pingo Doce
• Retailer Ara is the fastest-growing brand, up +68%
• Nos is the strongest Portuguese brand with AAA- brand strength rating
• EDP has attained the highest Sustainability Perception Value (SPV) of €237 million, while Galp Energia scored the highest Sustainability Perceptions Score with 4.5 out of 10
View the full Brand Finance Portugal 25 2023 report here
EDP is the most valuable brand from Portugal, followed by Galp Energia and Pingo Doce.
EDP (brand value slightly down 4% to €2,4 billion) is the most valuable Portuguese brand, followed by Galp Energia (brand value up 40% to €2,0 billion) and Pingo Doce (brand value up 53% to €1,2 billion) according with the inaugural Portugal 25 2023 report presented today by Brand Finance, the leading brand valuation consultancy.
Pilar Alonso Ulloa, Managing Director Iberia (Spain, Portugal), and South America commented: "As the world increasingly turns to clean energy sources, the oil and gas industry faces the critical challenge of balancing short-term profitability with long-term viability. With this in mind, EDP emerges as the most valuable brand with the highest sustainability perception value."
Every year, Brand Finance puts 5,000 of the biggest brands to the test and publishes over 100 reports, ranking brands across all sectors and countries. The inaugural Brand Finance Portugal 25 2023 report provides an analysis of Portugal's most valuable and strongest brands. The combined brand value of the top 25 brands from Portugal amounts to €12,6 billion, which is 22% higher than in 2021. Fidelidade and Brisa are new entries, ranking 8th and 19th, respectively.
EDP is the most valuable brand from Portugal, followed by Galp Energia and Pingo Doce.
EDP (brand value down 4% to €2,4 billion) is the most valuable Portuguese brand. With a presence in 29 markets on three continents in the production, transportation, distribution and sale of electricity and gas, the brand reported good financial results and implemented expansion plans for 2022. EDP has also the highest brand Reputation in the sector from Portugal according to Brand Finance´s annual market research (6.6). However, the Awareness (65%), Familiarity (49%), and Consideration (38%) ratios are not very high compared to some of its competitors, such as Galp Energia: Awareness (98%), Familiarity (87%), and Consideration (72%). Although the Reputation of the latter is somewhat lower (6.3 out of 10).
With substantial increases in brand value, Galp Energia (brand value up 40% to €2 billion) and Pingo Doce (brand value up 53% to €1,2 billion) remain second and third in the ranking.
Galp (brand value up 40% to €2.0 billion)holds the leading position in the fuel retail sector from Portugal, where it commands a market share of 26%. With robust business results announced at the end of 2022, including a net profit close of €1,5 billion, the Portuguese oil company intends to maintain its strategic and capital allocation guidelines. It will focus on project profitability, continue to grow its Upstream segment and expedite the expansion of its brand presence in renewable projects.
Pingo Doce (brand value up 53% to €1,2 billion)experienced a sales growth of 9.4% to reach €1,1 billion in 2022. Furthermore, Pingo Doce successfully opened 10 new stores (with a net addition of seven) and renovated 37 locations throughout the financial year. Brand Finance's market research data underscores the strong brand positioning of Pingo Doce, with exceptional scores in Awareness (99%), Familiarity (95%), and Consideration (94%). Consequently, Pingo Doce ranks as the second-highest-rated supermarket brand in Portugal.
Retailer Ara emerges as the fastest-growing brand (+68%).
Ara (brand value up 68% to €136 million), another brand belonging to the Portuguese retail group Jerónimo Martins apart from Pingo Doce, experienced a significant brand value growth of 68%, the highest among the top 25 brands in Portugal. This achievement propelled the retailer brand to 23rd place in the ranking.
Food inflation remained high in all three markets, exerting pressure on consumer confidence and the purchasing power of families. Jerónimo Martins invested €206 million in the first quarter, with 39% of that amount allocated to Ara.
Nos is strongest Portuguese brand with a BSI score of 84/100 and a AAA- rating.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.
Nos (brand value up 19% to €136 million), secures the top position in Brand Finance's Brand Strength Index (BSI) as the strongest Portuguese brand in 2023, with a score of 84/100 and a AAA- rating. Our market research demonstrates high scores for the telecom brand in terms of Awareness (97%) and Familiarity (91%). Additionally, it enjoys one of the highest Reputation scores among brands in the sector, scoring 6.2 out of 10. However, the final brand Consideration, although among the highest in the industry, still has room for improvement.
EDP attains the highest Sustainability Perception Value (SPV) of €237 million, while Galp Energia achieves the highest score in the Sustainability Perceptions Score with 4.5 out of 10.
As part of its analysis, Brand Finance evaluates the role played by specific brand attributes in driving overall brand value. One such attribute is sustainability. Brand Finance assesses the perceived level of sustainability of specific brands, which is represented by the 'Sustainability Perceptions Score.' This indexed score provides insights into the role of sustainability in shaping a positive brand reputation. The 'Sustainability Perceptions Value,' which is linked to sustainability perceptions, is then calculated for each brand.
EDP (brand value slightly down 4% to €2,5 billion), secures the highest Sustainability Perceptions Value (SPV) at €237 million. Portugal's largest utility, EDP, has announced plans to increase investment and spend €25 billion over four years to nearly double its renewable energy capacity to 33 gigawatts by 2026. The strategic plan for 2026 demonstrates a clear commitment to the energy transition through accelerated investment and sustainable growth.
Galp Energia (brand value up 40% to €2 billion) earns the highest Sustainability Perceptions Score in the Portugal 25 2023 ranking at 4.5 out of 10. According to Brand Finance´s annual research, Galp holds the highest score in the metric “Committed to protecting the natural environment”, “Trustworthy” and “Professionally, ethically and responsible” of the sector in Portugal.
View the full Brand Finance Portugal 25 2023 report here
ENDS
Note to Editors
Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest brands from Portugal are included in the Brand Finance Portugal 25 ranking.
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 full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Portugal 25 2023 report.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.
Brand Finance is a regulated accountancy firm, leading the standardization of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
