Interbrand, a global brand consultancy, announces the launch of the Most Valuable Brazilian Brands 22/23 study. The first four positions in the ranking repeat the previous year’s appointment, reinforcing the historical power of banks and beers. At the top of the list is Itaú, with an estimated brand value of R$44.3 billion, followed respectively by Bradesco, with R$28.6 billion; Skol, with R$ 18.8 billion; Brahma, with R$13.3 billion and, finally, Banco do Brasil, with R$10.3 billion. Together, the 25 brands that make up the ranking exceeded the value of R$ 153 billion, representing a growth of 6% compared to the previous edition.
Among the highlights of the current version of the study is Nubank, which debuted in the table shortly after its IPO, already occupying the 7th position, with an estimated brand value of R$ 3.8 billion. Since the beginning of its operations in Brazil, the company has embraced the mission of fighting against the complexity of the segment to empower people, generating admiration, trust and affinity with its public.
Compared to the previous ranking, the brand with the highest growth is Renner (14%). Although it rose only one position, from 12th to 11th, its brand value went from R$ 1.7 billion to R$ 1.9 billion. In addition to the growth in its net profit, surpassing pre-pandemic levels, the study shows that Renner has solidified itself as a reference in its segment, admired, and increasingly connected with emerging guidelines, innovations and commitment to sustainability.
In addition to the fashion retailer, only seven other brands showed double-digit growth: Localiza (13%), PagSeguro (13%), Atacadão (13%), Hering (12%), Assaí (11%), Porto Seguro (11 %) and Drogasil (10%). Despite this, retail, the sector that has grown the most in recent years, was impacted in this edition by the significant drop in the brand value of Lojas Americanas, which dropped from 10th to 19th position.
The latest facts related to the company’s results at the beginning of 2023, including accounting inconsistencies and the court-supervised reorganization process, were decisive for the evaluation in the ranking. Although the financial information used in the study refers to the years 2021 and 2022, the strength of the Lojas Americanas brand suffered a major impact, which resulted in a devaluation of 53%, with an estimated value of R$ 844 million today.
growth factors
In common, the brands with the highest growth in the current edition of the study point to three main factors as catalysts for the positive result: alignment, empathy and presence. “Alignment is how much the organization is committed to the same strategy. Empathy is 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”, explains Beto Almeida, CEO of Interbrand.
“The brands with the highest growth in the study were those that knew how to adapt to the rapid behavioral changes of their public in this era where the speed and certainty of change shape the new normal”, adds Almeida.
Finally, it is worth mentioning that the top five brands in the ranking represent 75% of the total value in the table, emphasizing the long path these companies have taken in trying to ensure their constant presence in the minds of customers. The most representative categories on the list are: financial services (59%), alcoholic beverages (22%) and retail (12%).
Methodology
Promoted by Intebrand, Marcas Brasileiras Mais Valiosas has existed in Brazil since 2001. The survey uses brand evaluation methodology developed in partnership with the London School of Economics, which analyzes financial performance, perception and influence of brands with consumers. There is also a Brand Strength analysis, supported by quantitative research carried out by Provokers.
In this edition, more than 1100 people were interviewed, considering men and women from all over Brazil, over 15 years old, from classes A, B and C. The study explored levels of knowledge, consideration, preference, use, recommendation and rejection , attributes that permeate the image of consumers in relation to brands and consumer opinion on how the brand manifested itself in the face of the pandemic.
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