Design Bridge and Partners, WPP and the consultancy TM20 present the 2023 edition of the ranking ‘The Most Valuable Brands in Brazil’, celebrating the 20th anniversary of the award. On the podium, Mercado Livre, Itaú and Vivo appear, respectively, as champions in the ranking of the project, which has as a partner Trademap, provider of financial information for publicly traded companies.
The study also presented The Strongest Brazilian Brands, with Nubank in the lead, and The Strongest Global Brands present in Brazil, with Google at the top.
Beyond the rankings already known, the edition also features the launch of the Design Driven Brands podium. Google appears in first place, Amazon in second and Tramontina in third position. That ranking was created to position design as a strategic tool for transformation.
All the rankings and current studies, as well as new publications, will become part of the BrandAsset Index umbrella, an initiative by Design Bridge and Partners and WPP that was born to catalyze brand studies carried out by the company’s different agencies and consultancies in Brazil and in partnership with other entities, including academia.
“We believe that the best way to understand the contemporary world, which is increasingly driven by change, is to know how to ask the right questions. Know how to interact and understand the complexities of the context that surround us. For this, we created a discussion site, the BrandAsset Index. In this space, we were able to bring together the Group’s operations and agencies, clients, society and academia, as stakeholders important for a broader and deeper discussion about the role that brands play in the contemporary world”, explains Marcelo Bicudo, CEO of Design Bridge and Partners.
The most valuable brands
From the crossing of data, it was possible to measure the valuation of each of the brands. The technical study, led by TM20 and Design Bridge and Partners, calculated the values of the main Brazilian brands, with emphasis on Mercado Livre, which maintained the first position in 2022, and Itaú, which also remains in second place. The big news among the top three is Vivo, which rises one position compared to last year. Of the top ten, six of them recorded a reduction in the valuation of their brands. The positive highlights were Localiza, which appeared for the first time in the Top 10 along with Quinto Andar, in fourth and fifth position, respectively. XP Investimentos also climbed some positions.
“Localiza increased its value with the merger with Unidas, and also benefited from the growth in rentals driven by transport-by-app users. Quinto Andar, in turn, is reaping the rewards for having revolutionized, in recent years, the dynamics of the real estate market”, emphasizes Eduardo Tomiya, founding partner of TM20 Branding.
Check below the complete ranking of the most valuable brands in the country:
#1 Free Market | BRL 10.783 billion (-6%)
#2 Itaú | BRL 4.532 billion (-45%)
#3 Alive | BRL 2.977 billion (-21%)
#4 Find | BRL 1.902 (+124%)
#5 Fifth Floor | BRL 1.878 billion (NA)
#6 XP| BRL 1.648 billion (+33%)
#7 Magalu | R$ 1,187 billion (-51%)
#8 Skol | BRL 1.179 billion (-30%)
#9 Assaí | BRL 0.988 billion (+20%)
#10 Nature | BRL 0.980 billion (-66%)
The strongest brands
This study considers only brands of Brazilian origin or that operate predominantly in the national territory.
“The BAV makes us follow the evolution of the markets in relation to the perception of brands, and allows us to understand how much the cultural, economic and social moment directly influences the perception and construction of brands. For this reason, for WPP, having BAV as its fundamental brand model allows us to follow the role that the brand plays in society and vice versa, understanding that this relationship takes place at any moment of the consumption journey and under different contexts” , comments Mariana Pagano, head of Strategy and Data at Gray and leader of Brand Assent Valuation (BAV) in Brazil.
BAV data for Brazil is based on research of a quantitative nature, based on 16,000 respondents in 132 categories throughout the second half of 2022, covering more than 1,600 brands. BAV understands strong brands as engines of growth and value generation, by catalyzing the moment of a brand in a fundamental pillar: Brand Strength, composed of the combination of differentiation and relevance. The result was the ranking of the 10 strongest Brazilian brands, with Nubank again in first place.
In addition to maintaining Nubank’s leadership, the survey shows Havaianas and Mercado Livre, which did not appear among the top ten in 2022, taking the second and third position, respectively, while Americanas left the list due to all the recent corporate problems. Natura and Cacau Show, fourth and fifth placed this year, rose two positions each, compared to the last edition.
Despite the fact that 70% of the economy in Brazil is formed by the service sector, we have brands from the most varied categories and industries, some traditional and others that have become very strong in the last decade. This means that, in times of crisis or difficulty, as we are experiencing in 2022, consumers move towards those brands they trust, because these are clearly different in terms of offer and value proposition, in addition to their recurring use. That is, these brands are present in people’s lives, in a positive way.
Check below the complete ranking of the strongest national brands in the country:
#1 Nubank
#2 Havaianas
#3 Free market
#4 Nature
#5 Cocoa Show
#6 Sebrae
#7 tramontina
#8 iFood
#9 Brastemp
#10 The boticario
For the strongest international brands in Brazil, the same data survey pointed to multinational technology companies, with Google and YouTube, maintaining the first two positions, while Netflix takes third place ahead of WhatsApp, reversing the positions compared to last year .
The big news is the presence of the Marvel brand in fifth position, and Disney gaining three positions and appearing in sixth place. Another novelty among the ten strongest in Brazil is the presence of Nike.
“These brands maintain their relevance by being present at various points of contact in the consumer’s journey, creating dialogues beyond the product/service offer. It maintains its differentiation, while expanding its arenas and broadening its offer of benefits”, says Renor Sell Junior, leader in Brand Strategy at Design Bridge and Partners.
Check below the complete ranking of the strongest international brands in the country:
#1 Google
#2 YouTube
#3 Netflix
#4 WhatsApp
#5 Marvel
#6 Disney
#7 Amazon
#8 Instagram
#9 Nike
#10 Microsoft
Design-oriented brands
The main novelty for this year is the ranking of Design-Oriented Brands, created from the correlation of image attributes with strength and brand esteem. The grouping of these attributes, based on factor analysis, created seven drivers of design. Brands scored on each of these different driversand those that stood out the most in the general scope gave rise to the ranking.
Another interesting point of the study is that it is completely designed based on the perception of the Brazilian consumer, that is, centered on the user of the brands. This point is very relevant because it assesses the experience one has with brands and their ability to respond to consumer needs.
“Design can no longer be understood only as the final product. No other strategic approach can promote interdisciplinarity as design does, creating a systemic vision of how to connect business, brand, sustainability and technical aspects with creativity”, completes Bicudo.
The brand that achieved the highest score in this evaluation was Google, followed by Amazon and the Brazilian company Tramontina. It is interesting to note the presence of brands with high recurrence in consumers’ lives, interweaving the digital and physical world. They are essentially brands that manage to solve people’s pain with creative, aesthetic and extremely communicative solutions. They are largely innovative, with a certain daring; some, disruptive in their categories, capable of promoting change and the evolution of society in general. They also have unique identities aligned with their positions.
It is important to note the presence of Tramontina as the only essentially Brazilian brand that has made great efforts in the universe of product design, as well as in its relationship with its public.
“Design is a strategic tool for building strong brands, which allows, through the strategic adoption of these driverscreate new codes and ways of connecting brands with people”, points out Junior.
Check below the complete ranking of the best design-oriented brands in the country:
#1 Google
#2 Amazon
#3 tramontina
#4 Nike
#5 Samsung
#6 YouTube
#7 Faber-Castell
#8 Havaianas
#9 Android
#10 Netflix
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