E EDP – Energias de Portugal leads the list of the most valuable Portuguese brands in 2025, as revealed in a list released on Wednesday by OnStrategy. Banking, insurance, and transportation are at the forefront of value recovery.
In a statement to the media, OnStrategy explains that the “2025 edition of the ranking of the 100 most valuable Portuguese brands” is conducted using the “Royalty Relief method and developed in compliance with ISO20671 (strategy and strength assessment) and ISO10668 (financial assessment)” standards.
It identifies the “highest financial value brands in the main sectors of activity in Portugal.”
“The study offers a comprehensive perspective, outlining a scenario of brand and sector value growth in a broad and integrated manner, revealing a significant recovery in the banking sector (+29.9%), consolidation in retail sector valuation (+13.2%), and a downward trend in the energy and media sectors,” the statement reads.
These are the 100 most valuable Portuguese brands of the year:
EDP leads the list of the most valuable brands in 2025© OnStrategy
A noteworthy mention goes to the banking sector which was the “most dynamic, with an average brand value growth of 29.9%.” Novo Banco (+90.3%), CGD (+30%), and Millennium BCP (+35.4%) are key players in this recovery.
“Macroeconomic stabilization, improved operational profitability, and a significant recovery of consumer confidence were decisive for the revaluation of the banking sector,” says João Baluarte, Partner at OnStrategy, as quoted in the statement.
EDP leads, but energy sector faces downward pressure
“Despite maintaining its absolute ranking leadership, with EDP in first place (€2.870M), the energy sector recorded an average decline of -4.3%. Galp Energia fell 6.9% and EDP Renewables 5.1%, reflecting an adjustment to energy price normalization and a decrease in stock market capitalization,” the company states in the same note.
Meanwhile, retail “remains the sector with the greatest absolute weight (€4.776M), growing by +13.2%, supported by brands like Jerónimo Martins (+21.1%), Continente (+12.3%), and Pingo Doce (+7.1%).”
“These brands demonstrate a consistent ability to create value through proximity, omnichannel experience management, and logistical efficiency,” emphasizes João Baluarte.
Additionally, “brands in the health sector (CUF, Luz Saúde) grow 11.4% in aggregate terms, while the construction sector records a 22.5% increase, highlighted by Grupo Mota-Engil (+31.3%).”
“Besides energy, the media sector presents significant declines, with brands like SIC and TVI experiencing strong drops, while some print brands face the challenge of digital transition and the erosion of traditional advertising revenue. Despite budget stability ensured by public funding, RTP faces the challenge of restructuring and uncertainty about revenue evolution and its business model,” OnStrategy further notes.
Founded in 2009, OnStrategy is a “multidisciplinary consultancy focused on creating and optimizing the financial value of its clients’ and partners’ brands and organizations.”
