The consulting firm OnStrategy carried out for the first time a study to identify the most memorable Portuguese brands, previewing the results at the +M event. The overall ranking is led by Delta, followed by Sagres and Olá, with Caixa Geral de Depósitos, TAP, CTT, EDP, Galp, Continente, and Super Bock completing the top 10. The evaluation was based on indicators such as solidity, vitality, authority, personality, genuineness, courage, dynamism, passion, and inspiration, with data collected throughout the entire year.
The study involved more than 50,000 citizens, who spontaneously identified brands, within a universe of more than 2,000 brands associated with more than 70 economic activity sectors. Pedro Tavares, CEO of OnStrategy, explained that the created indicator refers to timeless emotional and behavioral dimensions, which can be so deep and rooted that they have no rational support.
The data reveal distinct dynamics depending on age groups. Among young people aged 18 to 30, Sagres leads, pushing Delta to second place. This leadership is maintained among adults aged 31 to 45. Among those aged 46 to 60, Olá takes first place, with Delta in second. Only among respondents aged 61 to 75 does Delta regain first place.
Pedro Tavares commented that brands with more history are rooted in older citizens, while newer brands have greater relevance among young people, pointing to some vulnerability of historic brands regarding innovation and communication. As an exception, he mentioned the brand Água das Pedras, which manages to position itself better among young people than among adults.
