The value of the national brand grew 3% to 214 billion dollars and the strength of the Portugal brand reached 75 points out of 100 possible, according to the Nation Brands 2019 ranking. Among the 100 most valuable brands in the world, Portugal ranks 48th on a list led by the United States and ahead of Luxembourg, Greece, Slovenia or Iceland.
In the top 10 of the consulter’s ranking are the USA, China, Germany, Japan, United Kingdom, France, India, Canada, South Korea and Italy. Thus, analyzing this choice, of the ten countries with the most valuable brands in the world only one is considered a developing country. Even so, Brand Finance explains in a statement that developing economies have grown 30 times faster than developed economies, which in turn have stagnated or contracted year after year. Except for Japan, which surpassed the United Kingdom and posted growth from 26% to 4.5 billion dollars (4.1 billion euros), the 15th highest growth this year.
“With the West experiencing a real crisis of leadership on both sides of the Atlantic, the developing world is getting closer. More daring, agile and innovative, African, Asian, Latin American and Middle West brands are advancing at an amazing speed”, says David Haigh, executive chairman of Brand Finance, in a statement.
Also noteworthy is China, whose brand does not seem to be affected by the trade war and is approaching the US. In second place on the list, “it continues to grow at a very healthy pace” and contrary to expectations of slowdown, benefiting from the success of Huawei and Alibaba, says the consultant. China registered a growth from 40% to 19.5 billion dollars (17.7 billion euros). On the other hand, the US brand grew only 7%. At the moment, the difference between the two powers has fallen from $12 billion last year to $8 billion this year.