Portugal 25 2024

2024 Portugal25 TheannualreportonthemostvaluableandstrongestPortuguesebrands July2024 Contents AboutBrandFinance3 Foreword4 DavidHaigh,Chairman&CEO,BrandFinance Foreword5 PilarAlonsoUlloa,ManagingDirector,Iberia(Spain,Portugal)andSouthAmerica RankingAnalysis8 BrandValueRanking(EURm)17 Insights18 ImpactofSustainability onConsumerDecisions19 RobertHaigh,StrategyandSustainabilityDirector,BrandFinance Methodology21 OurServices27 ©2024Allrightsreserved.BrandFinancePlc. BrandFinancePortugal252024brandirectory.com/portugal2 About BrandFinance Theworld'sleadingbrandvaluationconsultancy Forbusinessenquiries,pleasecontact: RichardHaigh ManagingDirectorrd.haigh@brandfinance.com Formediaenquiries,pleasecontact: PennyErricker GlobalPressEnquiresp.erricker@brandfinance.com Forallotherenquiries: enquiries@brandfinance.com +442073899400 www.brandfinance.com BridgingthegapbetweenMarketingandFinance BrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline. Quantifyingthefinancial valueofbrands Weputthousandsoftheworld’sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually. Uniquecombinationofexpertise Ourteamshaveexperienceacrossawiderangeofdisciplines frommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting. Pridingourselves ontechnicalcredibility BrandFinance,acharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard. Foreword Brandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstanding caninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset. DavidHaighChairman&CEO,BrandFinance Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhow itfitsintotheiroverallbusinessstrategy. Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways. First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-quality andtrustworthy. Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally, astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions. Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensofjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations. Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand. Foreword Thepurchasingdecisionhasbecomeincreasinglycrucial.Consumersandinvestorsarefacedwithimportantquestions:whattobuy,wheretoinvest,andwhototrust.Whilepriceisasignificantfactor,itisnotthesoledeterminant.ConsumersandinvestorsareplacinggrowingimportanceontheimpactofESGpolicies andstrategieswhenchoosingproductsandservices. PilarAlonsoUlloaManagingDirector,Iberia(Spain,Portugal)andSouthAmerica Ourresearchhighlightshowthemostvaluablebrandsdistinguishthemselvesnotonlythroughtheirstrengthbutalsothroughconsumers'perceptionofsustainability. TheBrandFinanceSustainabilityPerceptionIndexidentifiesthebrandswith thehighestsustainabilityperceptionvalue.Aspartofouranalysis,BrandFinanceassessestherelativeimportanceofsustainabilityasavaluedriverforbrands. Consumerstendtoplaceaconsiderableamountoftrustinbrands'sustainabilitycommunications.Infact,62%believesustainabilityclaimsmadebybrands. However,accordingtoourinternalresearch,79%ofconsumersstatedthattheyhadreducedtheirconsumptionofabrandupondiscoveringitsunsustainablepractices.Thisreinforcestheneedforcompaniestocommunicateclearly,authentically,andaccurately.OfthethreepillarsofESG,recentyearshaveseenastrongfocusonthefirstpillar,theEnvironmentalpillar. Companieshaveembracedthegoalsofthe2030AgendaforSustainableDevelopment,withlegislationaimedatprotectingtheenvironment.Morerecently,thesocialpillar("Social")hasalsoplayedasignificantrole,ad