According to the report, Portugal was ranked among the “25 strongest national brands”.Brand Finance Nation Brands 2021“Portugal is now in 25th place, which is five places higher than last year.
Portugal scored 70.6 out of 100 in the Brand Strength Index, up 3.7 points from consultant Brand Finance’s 2020 report. The country significantly outperforms “neighboring” Spain, which ranks 34th (66.2 points), down nine positions from last year.
Switzerland is in the lead on the “podium” with 83.3 points. According to the report, the Swiss index in question remained stable, while neighboring countries suffered. This happened with Germany, which lost first place and dropped to 5th from 82.6 points.
In terms of brand strength, the top ten, in addition to Switzerland and Germany, includes Canada, the Netherlands, Singapore, Australia, Denmark, Norway, Sweden and New Zealand.
On the other hand, Great Britain, USA, Japan and France dropped out of the top ten. Great Britain dropped from 2nd to 14th, France from 9th to 16th, the USA from 4th to 17th and Japan from 7th to 15th. All of these countries have been influenced by perceptions of how they are tackling the Covid-19 pandemic, the report points out.
The Brand Finance Nation report identifies the relative strength of national brands by assessing investments made, brand value and brand performance, and using the results of the Global Soft Power Index, compiled from surveys of 75,000 people in over 100 countries.
“As the tourism-based economy has been hit particularly hard, the Covid-19 pandemic has highlighted the need to diversify the economy. State support for the development of the tourism sector startups in Portugal, it is a sure sign of its commitment to this diversification, and given that the pandemic has also accelerated digitalization, this has proven to be a smart decision, ”Brand Finance President David Haye commented in a statement.
Portugal – 39th largest national brand
In terms of value, the Portuguese brand has also improved its position. “After increasing 16% to $ 230 billion [198,3 mil milhões de euros] – another 15 billion dollars [12,9 mil milhões de euros] than the pre-Covid score – Portugal is among the 40 most valuable national brands, moving up four places from 43rd in 2020 to 39th this year, ”says Brand Finance.
If in terms of “strength” Great Britain, the USA, Japan and France fell out of the “top 10”, then this did not happen with value. The United States continues to rank first, Japan third, the United Kingdom fifth, and France sixth.
In addition, the top ten most valuable national brands include China, Germany, India, Canada, Italy and South Korea.
Despite lingering uncertainty over the covid-19 pandemic, there are already signs of recovery. According to the report, “The world’s 100 most valuable national brands recorded a 7% increase in brand value over 2020.” However, this figure remains 7% below the 2019 level.
