Delta named Portugal’s most memorable brand in new study

A new study by consultancy OnStrategy has identified Delta as Portugal’s most memorable brand among adults aged 18 to 75. Delta secured the top position, followed by the beer brand Sagres and the ice cream brand Olá.

The top ten most memorable brands include Caixa Geral de Depósitos, TAP, CTT, EDP, Galp, Continente, and Super Bock. The research, which analyzed over 2,000 brands across 70 economic sectors, evaluated qualities such as authenticity, strength, and inspiration.

Findings varied significantly by age group. Among respondents aged 18 to 30, Sagres was the most memorable, followed by Delta and Super Bock. For the 31 to 45 age bracket, Sagres maintained the lead, followed by Delta and Galp. In the 46 to 60 age group, Olá took the top spot, with Delta and Sagres in second and third place, respectively. Among the oldest group (61 to 75), Delta returned to first place, followed by Olá and CTT.

OnStrategy noted that while Delta, Sagres, and Super Bock show strong transgenerational connections, many historic brands are more deeply rooted among older consumers, whereas newer names perform better with younger demographics. Água das Pedras was noted as a historic exception that remains highly memorable among younger respondents.