Portugal is included in the “Top 25” list of the most powerful national brands in the world

Portugal is included in the "Top 25" list of the most powerful national brands in the world

Portugal entered the ‘Top 25’ national brands, according to the reportBrand Finance Nation Brands 2021Portugal is now 25th, up five places from last year’s result.

Portugal scored 70.6 out of 100 in the Brand Strength Index, up 3.7 from the 2020 report by consultant Brand Finance. The country ranks far above its “neighbor” Spain, which ranks 34th (66.2 points), down nine places compared to last year.

The platform leads Switzerland with 83.3 points. According to the report, Switzerland’s benchmark score under review remained stable, while neighboring countries were hit. This is what happened to Germany, which lost first place and fell to fifth place with 82.6 points.

In terms of brand strength, the “top ten”, in addition to Switzerland and Germany, consists of Canada, the Netherlands, Singapore, Australia, Denmark, Norway, Sweden and New Zealand.

On the other hand, the United Kingdom, the United States, Japan and France all exited the “Top Ten”. The United Kingdom dropped from second to fourteenth, France from ninth to sixteenth, the United States from fourth to seventeenth, and Japan from seventh to fifteenth. The report notes that all of these countries have been affected by the perception of how they handle the COVID-19 pandemic.

The “Brand Finance Nation” report determines the relative strength of national brands, evaluates the investment made, brand value and performance, and uses the results of the “Global Soft Power Index”, which was generated from surveys of 75,000 people in more than 100 countries.

“With tourism-based economies hit hard, the Covid-19 pandemic has underlined the need for economies to diversify. Government support to develop the tourism sector Startups In Portugal, this is a true sign of their commitment to this diversification, and with the pandemic also accelerating digital transformation, it has proven to be a smart decision,” Brand Finance President David Haigh commented in a statement.

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Portugal is the 39th most valuable national brand

In terms of value, the Portuguese brand has also improved its position. “After a 16% increase to $230 billion [198,3 mil milhões de euros] Another 15 billion dollars [12,9 mil milhões de euros] From its pre-Covid assessment – Portugal entered the 40 most valuable national brands, it jumped four places from 43 in 2020 to 39 this year, says Brand Finance.

If the United Kingdom, the United States, Japan and France fell in “strength” from the “top ten”, the same did not happen with value. The United States still ranks first, Japan third, the United Kingdom fifth, and France sixth.

In addition, the “top ten” of the most valuable national brands consist of China, Germany, India, Canada, Italy and South Korea.

Despite the uncertainty that remains regarding the COVID-19 pandemic, there are already signs of recovery. According to the report, “The 100 most valuable national brands in the world recorded a 7% increase in brand value compared to 2020.” However, the figure is still 7% below 2019 levels.

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About the Author: Camelia Kirk

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