Do you know Bill Gates? Martin Luther King? And the philosopher Plato? It is very likely that you know them all, even without having met these, who are some of the most famous personalities of all time. Due to the important impact they had on society, Bill Gates, Luther King or Plato will hardly be forgotten, even if we do not identify with them. But even if you don’t have their biographies on your bedside table, you can’t deny it: at some point in history, they stood out and entered the heads – and, most likely, the hearts – of millions of citizens.

With this spirit, Pedro Diogo Vaz, Country Manager of Superbrands in Portugal, began his speech at the 20th national gala, which took place on October 29, at the Casino Estoril, and distinguished 42 brands. the most important thing present in the Portuguese market. We could spend hours talking about examples of personal brands, but we know that when we talk about this universe the first thing that comes to mind is: what service, or product, does brand X have to sell us?

Pedro Diogo Vaz, Country Manager of Superbrands in Portugal

Pure and simple sale… right?

When, in 1994, the founder of Superbrands, Marcel Knobil, created the organization in England, he already had a CV in the area of ​​Journalism. And the question was always in the air: to talk or not to talk about brands? To tell the truth, a brand always wants to sell its product and/or services. But after all, do brands have a purpose behind them or not? Are they or are they not, in many cases, part of the change? Should we or should we not distinguish them when they are not one more on the market? Marcelo thought so. This is how Superbrands was born, present in 89 countries, where it identifies and promotes brands of excellence that, in each market, act above their competitors in their area of ​​activity.

In Portugal, the organization distinguishes the brands present on the market for two decades, based on a consumer study and the opinion of the Superbrands Council. The distinction of brands of excellence in Portugal is the result of the recognition of consumers and professionals and, therefore, is an indicator of the impact they have on the market.

And how is the selection made?

According to Pedro Diogo Vaz, “Superbrands has a character of suitability and independence, that is, the brands do not apply”. The selection is made, initially, through an independent consumer study, carried out by AMINT, a market analysis and research company, in which each person is asked to indicate three brands that they consider most important and relevant in each of them. the five dimensions: Awareness, Unique Brands, Trust, Identification and Satisfaction of Needs. They are also asked to identify the brands in generic terms, followed by a second round of identification of exclusively Portuguese brands. In addition, a study is also carried out in the area of ​​Business-To-Business, together with a group of professionals from obtainingthat allows the evaluation of Corporate Brands.

After completing the studies, the Superbrands Council classifies a list of around 800 brands, according to the criteria: market dominance, longevity, goodwillloyalty and acceptance. The Council’s assessment provides the project with the vision of a panel of market professionals, responsible for managing their own brands on a day-to-day basis.

And the winners, in 2024, were…

Of the 42 distinguished brands, seven were awarded for the first time as brands of excellence, recording the presence of 11 brands with more than 10 distinctions throughout the 20 editions of Superbrands in Portugal.

28 brands were distinguished as General Superbrands: Ageas Seguros; Cheerful; Auchan; BPI Bank; Montepio Bank; PA; Snow White; Caixa General de Depósitos; Continent; CP – Trains of Portugal; PED; Endesa; ERA Imobiliária; Fnac; Izidoro; Health Lusíadas; Medis; MEO; Mercedes; MONTH; Previous; Purina; remax; Renault; RFM; Frog; Sport Lisbon and Benfica; SportTV.

In turn, as National Superbrands, four brands were awardednamely: Cavalinho; Gazelle; maxmat; Perfumes and company.

Already in Superbrands Corporate Dimension, 10 brands were recognized: Secil; Proceed; New SBE; Locarent; ISQ; Ernst & Young (EY); Elis; Edenred; DreamMedia; Caetano Auto.

Of the more than 40 award-winning brands, the Seven present for the first time at Superbrands Portugal were Alegro, BP, Endesa, Ernst & Young (EY), Locarent, Prio and Secil, also highlighting the brands with more than 10 distinctions throughout the two decades of the project: Banco Montepío; BPI; Snow White; Continent; EDP ​​​​​​(distinguished in 20 editions); Medis; Mercedes-Benz; remax; RFM; Frog; Sport Lisbon and Benfica.

In Personalities of ExcellenceThe Portuguese identified the figures who stood out the most in their fields. By popular vote, those elected were: Manuel Luís Goucha, in the ‘TV Presenters’ category; Ruy de Carvalho, in ‘Atores’; Liliana Filipa, in ‘Young Influencers’; and João Neves, in ‘Young Athletes’. Liliana Filipa, man of influence in the area of lifestyleHe shares that this award gives him even more responsibility. “I give voice to causes and trends and I do it with truth, authenticity and transparency for my community. Being recognized by consumers is an honor.” Ruy de Carvalho, an unavoidable figure in the theatre, reacted to this award with enthusiasm for the Portuguese people. “The Portuguese are capable of everything, everywhere. “Long live the Portuguese!” he said upon receiving the well-deserved award.

In this edition, the Superbrand Solidarity Awardthis time to the Associação Salvador, for the work carried out with people with motor disabilities, following the dream of making the world a more inclusive and accessible place for everyone, without exception. According to Filipa Mourão, head of the Fundraising area, “in 20 years, the Association has supported more than 6,000 people, in the areas of employability, regular practice of adapted sports and social events, thus combating isolation and social exclusion.” In addition, they carry out solid work in the area of ​​Advocacy, in order to contribute to legislative changes, and created the Salvador Academy, a training center with the aim of training society as a whole: schools, local authorities, companies or individuals.

Salvador Association, Solidarity Superbrands

The Superbrands Solidária distinction arises from Superbrands Portugal’s desire to praise and reward social causes that, through their actions, stood out in the creation of a better world.

Beyond the tip of the iceberg…

The brand awards galas, held annually, are perhaps Superbrands’ best-known event. But the international organization carries out other initiatives throughout the year, such as a podcast, Super Talks, networks, media coverage and BRANDstorming (conversations between professionals).

So that they are not just another one in the market, says Pedro Diogo Vaz: brands must reflect tradition, innovation and evolution. A trio that makes a lot of sense, even for Superbrands, which has already entered the hearts of many people, proving, 20 years ago, in Portugal, that it is not just another one.

The end of the event was marked by the presentation of the award for Best Cover, awarded to Médis.

Médis, Best Cover