With an estimated brand value of R$40.5 billion, Itaú is the most valuable this year, according to a ranking by the consulting firm Interbrand, released this Friday (10). Next comes another bank, Bradesco, with R$27.5 billion. Skol (R$18.8 billion), Brahma (R$12.7 billion) and Natura (R$10.2 billion) complete the list of the top five best-placed brands — the same as last year’s Interbrand ranking.
In 2021, the novelties were the entry of two brands: Claro, which occupies the 14th position, with an estimated brand value of R$ 1 billion, and Hering, in the 25th position, with a value of R$ 520 million. Together, the 25 brands that make up the ranking exceeded the value of R$ 144 billion, representing a growth of 7% compared to the previous edition.
The study also shows that the average growth in the value of the brands on the table that year was 9%, which demonstrates a recovery in response to the context of the pandemic in Brazil. Five of these brands posted double-digit percentage growth: Magalu (66%), Lojas Americanas (25%), Havaianas (16%), Assaí (13%) and Renner (12%).
For the third consecutive year, retail was the sector that presented the highest growth, doubling its representation in the table since 2019. One of the examples of this gain in relevance in the ranking is the entry of Americanas in the top 10, with the 10th position. In addition, Magalu has moved up one level on the list and now ranks 8th, achieving the highest evolution among ranked for the fourth year in a row.
“Our studies show that being relevant in people’s lives has been a great balance sheet in the strategies of the brands that are most valued in these new times. Consumers are increasingly aware of the way brands position themselves, the causes they support and the impact they generate on society”, says Beto Almeida, CEO of Interbrand.