Portugal enters the “Top 25” of the strongest national brands in the world
Portugal entered the “top 25” of the strongest national brands, according to the report “Brand Finance Nation Brands 2021“. Portugal is now in 25th position, up five places compared to last year’s result.
Portugal scored 70.6 out of 100 in the brand strength index, 3.7 more than in the 2020 report by consultant Brand Finance. The country ranks well above neighboring Spain, which occupies 34th place (66.2 points) with a drop of nine positions compared to last year.
The “podium” is led by Switzerland with 83.3 points. According to the report, Switzerland’s index score under review has remained stable, while neighboring countries have been hit. That’s what happened to Germany, which lost first place and dropped to 5th place with 82.6 points.
In terms of brand strength, the “top 10”, in addition to Switzerland and Germany, is made up of Canada, the Netherlands, Singapore, Australia, Denmark, Norway, Sweden and New Zealand.
On the other hand, the UK, the US, Japan and France all dropped out of the “top 10”. The UK dropped from 2nd to 14th, France from 9th to 16th, the US from 4th to 17th and Japan from 7th to 15th. All of these countries were affected by the perception of how they dealt with the Covid-19 pandemic, the report indicates.
The “Brand Finance Nation” report determines the relative strength of national brands, evaluating the investment made, the value of the brand and its performance, and using the results of the “Global Soft Power Index”, built from surveys among 75 thousand people in over 100 countries.
“With those based on tourism being particularly hard hit, the Covid-19 pandemic has underlined the need to diversify economies. beginners in Portugal is a true sign of its commitment to this diversification, and with the pandemic also accelerating the digital transition, it proved to be a smart decision”, commented the president of Brand Finance, David Haigh, in a statement.
Portugal is 39th most valuable national brand
In terms of value, the Portugal brand 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] than its pre-Covid assessment – Portugal entered the 40 most valuable national brands, jumping four places from 43rd in 2020 to 39th this year,” said Brand Finance.
If in the “strength” of the United Kingdom, the United States, Japan and France fell from the “top 10”, the same did not happen with the value. The United States continues to rank first, Japan third, the United Kingdom fifth and France sixth.
In addition to these, the “top 10” of the most valuable national brands is made up of China, Germany, India, Canada, Italy and South Korea.
Despite the uncertainty that still 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 registered a 7% increase in brand value compared to 2020”. However, the figure remains 7% below 2019 levels.