SAO PAULO: Brands that operate in financial services and the beverages sector have taken the top five places in a new ranking of the top 25 most valuable brands in Brazil.
Compiled by Interbrand, the global branding consultancy, the ranking lists Banco Itaú as the country’s most valuable brand with a valuation of R$28.19bn, up 6% since last year.
Banco Bradesco comes second with a valuation of R$22.11bn, up 18% since 2016, while beer brands Skol and Brahma take third and fourth positions with valuations of R$16.04bn and R$11.2bn respectively. Banco do Brasil is fifth, valued at R$10.32bn.
Rounding out the top ten are FMCG group Natura (R$7.14bn), the Antarctica beer brand (R$4.09bn), energy firm Petrobras (R$3.03bn), telecommunications firm Vivo (R$2.35bn) and Cielo (R$1.74bn), Brazil’s largest credit and debit card operator.
Of the 25 brands featured in this year’s ranking, 20 show positive change compared to last year’s values, while five brands show a double-digit increase in value since 2016.
The total value of this year’s top brands grew 6.4%, reaching a total of R$116.7bn, with the top five accounting for three-quarters (75.3%) of the total value.
Daniella Bianchi, Managing Director of Interbrand São Paulo, said the selected brands had succeeded in combining good management and entrepreneurial spirit despite an unstable political situation and slow economic recovery.
In addition, many of these brands gained momentum from bold merger and acquisition activity, while others managed to respond quickly to the challenges posed by the proliferation and growth of “new economy” brands.
Bianchi added that some of Brazil’s leading brands are those that have a clear and strong purpose at their core, while being able to communicate a commitment to improving society.
She said. “Corporate citizenship is now being watched and demanded by consumers, who increasingly ask to be treated as citizens ready to take part in discussions, and are connected with brands that show a transformative mindset in initiatives that look at Brazil from new angles.”
Sourced from Interbrand; additional content by WARC staff