The 25 brands that make up the ranking surpassed BRL 153 billion
Interbrand announced the launch of the Most Valuable Brazilian Brands 2022/2023 study. Repeating the feat of the previous ranking, the first four positions were maintained, reinforcing the historical power of banks and beers in the market.
Together, the 25 brands that make up the ranking surpassed BRL 153 billion, representing a 6% growth compared to the previous edition.
At the top of the list is Ita, with an estimated brand value of R$44.3 billion, followed respectively by Bradesco, with R$28.6 billion; Skol, with BRL 18.8 billion; Brahma, with BRL 13.3 billion and, finally, Banco do Brasil, with BRL 10.3 billion, totaling 75% of the total value of the table.
Among the highlights of the current version of the study is Nubank, which debuted in the table shortly after its IPO, occupying the 7th position with an estimated brand value of BRL 3.8 billion.
Compared to the previous ranking, the brand with the highest growth is Renner, with an increase of 14%. Although the retailer rose only one position, from 12th to 11th, its brand value rose from BRL 1.7 billion to BRL 1.9 billion, making the company solidify itself as a reference in the segment.
In addition to Renner, only seven other brands showed double-digit growth, namely Localiza (13%), PagSeguro (13%), Wholesale (13%), Hering (12%), Assa (11%), Porto Seguro (11 %) and Drogasil (10%). Despite this, retail, the sector that has grown the most in recent years, was impacted by the significant drop in the brand value of Lojas Americanas, which dropped from 10th to 19th position.
Although the financial information used in the study refers to the years 2021 and 2022, Lojas Americanas’ brand strength suffered a major impact, which resulted in a 53% devaluation, with an estimated value of R$ 844 million today.
According to the survey, three factors were crucial for brands that saw greater growth: alignment, empathy and presence. Alignment How much the organization is committed to the same strategy. Empathy How much the company responds actively and effectively to the desires and needs of the consumer. Presence relates to how much the brand is considered and remembered at the time of purchase decision, explained Beto Almeida, CEO of Interbrand.
