A Kantar launched another edition of the BrandZ 50 Most Valuable Brazilian Brands ranking, and Adnews brought everything first hand directly from the press conference. The collective, led by Milton Souza, managing director of Kantar Insights Brasil; Miguel Cypriano, head of Analytics Practice; and Wanessa Muoz, Chief Client Office, presented the research methodology, performance of Brazilian brands, differentiators, and of course, the 50 most valuable brands.
The 50 most valuable brands in Brazil in 2024 had a combined value of US$82.801 billion, which means an increase of 4% compared to 2022. Kantar Brandz’s 100 most valuable global brands registered a decline of 2% in the same period. Check out the TOP 10 of selected brands, below, and the complete ranking on official site da Kantar Brandz.
#1 Ita – US$ 7.399 milhes
#2 Brahma -US$ 6.659 milhes
#3 School – US$ 5.859 milhes
#4 Of course – US$ 5.708 milhes
#5 Nubank – US$ 4.581 milhes
#6 Bradesco -US$ 4.335 milhes
#7 Vivo – US$ 3.348 milhes
#8 Find – US$ 3.051 milhes
#9 Petrobras – US$ 2.695 milhes
#10-Antarctica – US$ 2.470 milhes
In this year’s ranking, the classification is based on opinions from more than 10 thousand interviewees about 396 brands, from 27 categories of products and services. By identifying brands, it is possible to identify the long-term return on investment for each one, through the prices of their shares in the market. Therefore, Kantar only calculates prices for publicly traded brands.
The Kantar Brandz ranking has been measuring the strength of connections between brands and their consumers through evaluation research since 1998, accumulating 26 years of knowledge. The ranking of the most valuable brands began in 2006.
The methodology is differentiated by the way they use consumer opinion, as the way consumers perceive brands determines their failure or success. Kantar Brandz is the only brand assessment tool that uses all financial components and adds the tangible value of how much the brand itself contributes to corporate value.
Central to a brand’s value is its ability to attract relevant consumers and potential consumers. In this way, Kantar divides this attraction exclusively, between: Significant, Different and Salient.
Significant – brands that manage to create the greatest power of attraction. In any category, these brands achieve a strong emotional connection while meeting consumers’ expectations and needs.
Many different – those considered unique in their category and perceived as setting trends in a given category of products and services.
Outgoing – appear spontaneously and quickly in the consumer’s mind, like a brand that they choose based on their main needs.
Performance, experience and differentiation of Brazilian brands
Brazilian brands had a positive performance, and the main reason was the diversity of the brands. Alcoholic beverage and financial services brands are responsible for most of the ranking’s value, representing 22% and 30%, respectively.
Ita’s Marketing Superintendent, leader of the total ranking, spoke about brand building.
It is super important in a brand building process to look at everything that has already been done, with a lot of respect and a lot of responsibility. But at the same time, without losing his boldness, he highlighted Andr Sales, Ita’s Marketing superintendent.
The strongest brands are able to generate more demand and work better on their margins within their price positioning. The ranking results indicate that the differentiation dimension is the most important factor for pricing power.
The vast majority of brands position themselves above the average in their respective categories, with emphasis on Nubank, which has one of the best indexes in the ranking, moving the financial services category forward. J Brahma, which gained great value between 2022 and 2024, maintains its positive performance, ensuring its presence in relevant occasions for the consumer and aligning its popularity with the appropriate price.
Brahma manages to be present without losing its DNA. The secret to staying current is to maintain your DNA, without stopping reading the consumer. It is a democratic brand and this brings greatness to Brahma, said Mauricio Landi, director of Brahma.
Sadia is one of the brands that presents the best results in terms of experiences and continues to be the absolute leader in its food category in Brazil. The brand explores different forms of communication with the consumer, ensuring a positive experience.
“We can’t just deliver the product, but rather look at the journey. This is one of the differences that Sadia is addressing. The main thing is to have a careful look, innovate throughout the journey and seek to surprise. We sell products, but we are much more on the side of selling experiences”, highlights Luciana Bulau, executive brand manager at Sadia
ESG is also a great opportunity for brands, but Brazilian brands are still lacking in this regard. Natura leads the sustainability ranking.
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