Portugal in Top 25 World’s Strongest Nation Brands Ranking

• 29 October, 21

Portugal has broken into the top 25 strongest nation brands ranking, according to the latest Brand Finance Nation Brands 2021 report.

Improving to 25th spot this year, Portugal sits well above Spain, which ranks 34th.

Brand Finance determines the relative strength of nation brands through a scorecard of metrics evaluating brand investment, brand equity, and brand performance. The nation brand strength methodology includes the results of the Global Soft Power Index – the world’s most comprehensive research study on nation brand perceptions, surveying opinions of over 75,000 people based in more than 100 countries.

According to the report “Portugal climbed five places in the brand strength ranking from 30^th in 2020 to 25^th this year with a Brand Strength Index (BSI) score of 70.6 out of 100, an improvement of +3.7 points on last year’s 66.9. At the same time, Spain fell down nine ranks from 25^th in 2020 to 34^th this year, as its BSI score dropped by -4.2 points from 70.5 to 66.2.

David Haigh, Chairman and CEO, Brand Finance, said: “With tourism-based economies being particularly hard hit, the COVID-19 pandemic highlighted the need to diversify national economies. The support from the government for Portugal’s burgeoning startup scene is a true sign of its commitment to do just this, and as the pandemic also accelerated the world’s digital transition, it has proved to be a shrewd decision from that standpoint too.”

Cre: PortugalNews