EDP Retains Its Title as Portugal's Most Valuable Brand at €3.16 Billion, With Banks the Fastest Risers

Energy group EDP has held on to its title as Portugal's most valuable brand, worth an estimated €3.16 billion, according to the 2026 edition of the country's benchmark brand-value ranking published by the consultancy OnStrategy. Banks were the standout performers, posting some of the year's fastest gains.

The study valued more than 500 Portuguese brands using the Royalty Relief method — a technique aligned with the ISO 20671 and ISO 10668 international standards that estimates what a company would have to pay to license its own brand if it did not already own it.

The most valuable brands

• EDP: €3.161 billion, up 10.1% — first place.
• Galp: €2.519 billion, up 16.2%.
• Jerónimo Martins: €1.890 billion, up 17.7%.
• Caixa Geral de Depósitos (CGD): €1.611 billion, up 25.4%.
• Millennium bcp: €1.605 billion, up 25.4%.

The top of the table reads like a roll-call of the PSI, Portugal's benchmark stock index: two energy names, the Jerónimo Martins retail group, and the country's two largest banks by brand value.

Banks and a national carrier lead the risers

While EDP kept the crown, the sharpest increases came from elsewhere. TAP, the flag carrier the government is preparing to partially privatise, recorded the fastest growth of any brand at 28.5%. Electronics retailer Worten followed at 27.0%, with CGD and Millennium bcp both up 25.4% and insurer Fidelidade rising 24.1%.

OnStrategy attributed the banking sector's surge to "strong sector profitability, improved solvency, digital transformation and a recovery in customer confidence" — a marked turnaround for an industry that spent much of the past decade rebuilding trust after the financial crisis and the collapse of Banco Espírito Santo.

Why brand value matters

Brand value is an intangible, but it has real financial consequences. A stronger brand lets a company charge more, borrow more cheaply, retain customers and defend market share against cheaper rivals. For listed groups it feeds directly into enterprise value, and for a business being sold — as TAP soon may be — a rising brand can lift the price a buyer is willing to pay.

The rankings also offer a snapshot of where corporate Portugal is strongest: energy, food retail and banking dominate, sectors that combine scale, household familiarity and steady cash flows. Technology and industrial names remain comparatively thin at the very top, a reminder of the shape of the domestic economy.

What this means for residents

• Consumers: The leading brands — an electricity supplier, a fuel group, a supermarket owner and two banks — are names most households in Portugal interact with every week.
• Investors: Rising brand values, especially among the banks, reflect improving profitability that also shows up in dividends and share prices on the PSI.
• The TAP sale: The airline's chart-topping growth rate lands just as bidders weigh an offer, giving the state a talking point in the privatisation.

Taken together, the 2026 list paints a picture of a corporate sector in better health than a few years ago — with the banks, in particular, converting recovered confidence into measurable brand strength.