OnStrategy presents the results of the study on the Strength and Financial Value of the Portugal Brand, highlighting the impacts of the main industries and different Portuguese districts on the brand's strength, estimating the economic value of the Portugal Brand at €257 billion, assigning it a moderate Brand Strength Index of 62.5 points on a scale of 100 points.

The calculation of the Financial Value of the Portugal Brand used GDP as the source of economic analysis, indicating that the primary sector (approximately 2.5% of GDP) benefits mainly from the reputational value linked to origin, authenticity, and sustainability, with a decisive impact on sectors such as wines, olive oil, fruits and vegetables, and technical olive groves, according to a report by Publituris.

"Made in Portugal"

In the secondary sector (between 18 and 20% of GDP), export industries such as automotive, metalworking, footwear, textiles, ceramics, and processed agri-food stand out, where "Made in Portugal" reinforces credibility, quality engineering, and design, a consequence of the repositioning of these industries and the improvement of perceptions regarding them.

Finally, the tertiary sector (between 75 and 80% of GDP), dominated by tourism, hospitality, digital services, retail, and international education, is the main vehicle for the perception and direct monetization of the "Country Brand".

From an internal perspective, industries/sectors of activity considered to accelerate the Portugal Brand include Tourism, Food and Beverages, Sports, Education (especially university), and Energy.

From an external perspective, the industries/sectors of activity of Tourism and Sports are considered to accelerate the Portugal Brand.

From an internal perspective, Porto, Lisbon, Funchal, Aveiro, Braga, Faro, Coimbra, Évora, and Viana do Castelo are considered the districts/regions that accelerate the Portugal Brand.

From an external perspective, Lisbon, Faro, Funchal, and Porto appear as accelerators of the Portugal Brand.

Real economic asset

According to João Baluarte, partner at OnStrategy and responsible for financial studies, “the value of the Portugal Brand is not just a reputational indicator. It is a real economic asset, with a direct impact on the country's competitive capacity. There is a general consensus that country brands, such as corporate and commercial brands of products and services, also contribute significantly to the results of economies focused on exports, tourism, foreign direct investment, and talent attraction.”

Thus, the results obtained “confirm the growing relevance of the Portugal Brand as a strategic asset, immediately demonstrating the direct impact of the country's image and reputation internationally on economic performance, business competitiveness, and the attractiveness of foreign investment.”

João Baluarte concludes, therefore, that the Portugal Brand has the conditions to “consolidate a more consistent global narrative; the construction of a strategic and integrated framework for managing and communicating the country brand is essential to amplify its economic and reputational potential, and this framework must be aligned between public, economic, business, cultural, and diplomatic entities, capable of articulating a modern, sustainable, and global central identity, reinforcing the competitive positioning of Portuguese exports, consolidating international recognition among investors, tourists, students, and talent, and maximizing value capture in sectors where the Portugal Brand is a differentiator.”