Microsoft leads ranking of the strongest brands in Portugal in 2021
Consultant OnStrategy has just released the results of the BrandEnergy™ 2021 study.
This study combines and consolidates the quantitative analysis of 6 dimensions: Emotional Relationship with stakeholders, Reputation, Experience, Presence and Activity in the Market, Team and Financial Health. This work is developed annually and in accordance with the certification of the ISO20671 (strategy and strength assessment) and ISO10668 (financial assessment) standards.
On a scale of 100 points, among more than 200 brands evaluated, this study highlights two brands: MICROSOFT as the only brand to reach the level of excellence with 80.8 points (for the first time a brand reached the level of excellence in Portugal) and PFIZER as the brand that recorded the highest growth in this index compared to the previous year, pre-pandemic period with 71.7 points (+10.1 points).
Pedro Tavares, Partner and CEO of OnStrategy says, “the results of the Energy and Strength analysis of the brands in Portugal, which is based on the certified model that we developed in accordance with the ISO20671 and ISO10668 standards show that for the first time a brand reaches the level of excellence (over 80 points) – MICROSOFT, but also, and as expected, that the effect of the pandemic led to a general break in this index that puts the strength of the brands to the test, and in more than 200 brands audited and evaluated only 34 reached the level of robustness (more than 70 points)”
