Superunion, WPP, IstoÉ Dinheiro and the consultancy TM20 presented this Friday, June 10, the 2022 edition of the As Marcas Mais Valiosas do Brasil award. Nubank, Google and Mercado Livre are the winning brands in their categories, after an analysis that included data from the Brand Asset Valuator (BAV), WPP’s proprietary brand management and database tool, constituting the largest global study on perceptions consumers in relation to brands.
Data analysis and ranking development was performed by Superunion, WPP’s brand consultancy, and TM20. Project partners are Economatica, Brazil Panels, ESPM and Gray. The study results were presented by IstoÉ Dinheiro, at an event at ESPM, in São Paulo. This ranking has been published since 2003 by IstoÉ Dinheiro magazine and, since its inception, Eduardo Tomiya, founding partner of TM20, has been the technical coordinator of the study.
The study presented three rankings, the first considering The Strongest Brazilian Brands, with Nubank in the lead; the second ranking, with the Strongest International Brands present in Brazil, with Google at the top; and the third ranking, which points out the Most Valuable Brazilian Brands, which has Mercado Livre in first place.
Marcelo Bicudo, CEO of Superunion Brasil, explains that the criteria for preparing the ranking of the most valuable and strongest brands in Brazil follow rules and a rigid brand evaluation process, with two very important components: financial analysis and attribute analysis. of brand. “It is very interesting to see how the context in which we have lived the last two years, as well as the intense digitalization of businesses, changes the landscape that we are used to seeing from the strongest or most valuable brands. New habits, new consumer behaviors, in hybrid journeys are, in a way, captured by the study we developed”, explains the CEO of Superunion.
Strongest Brazilian Brands
The first study, which was entirely based on BAV data, only considered brands of Brazilian origin or that have an operation predominantly in the national territory. “BAV is the largest and most traditional study on brands in the world, helping WPP companies to leverage creativity with the best data and insights”, explains Mariana Pagano, Head of Strategy and Data at Gray and Leader of BAV in Brazil. The BAV data for Brazil is based on research of a qualitative nature, based on 16 thousand respondents in 132 categories over the second half of 2021, covering more than 1600 brands. We understand strong brands as engines of growth and value creation, by catalyzing a brand’s momentum in a fundamental pillar: Brand Strength, composed of the combination of Differentiation and Relevance”, explains the CEO of Superunion. The result was the ranking of the 10 strongest Brazilian brands, with Nubank in first place.
For Marcelo Bicudo, the ranking does not bring surprises, but news such as the rise of technology companies such as Nubank and iFood in the last two years. “They are two beloved brands with a recurring presence in the lives of consumers, which consolidates their positions”, he says. The pandemic moment in which people turned more to their homes, according to him, explains the growth of Tramontina and Brastemp, as well as the appreciation of entrepreneurship, given the current crisis, brought valuable results to the Sebrae brand.
Strongest brands in Brazil
- Nubank
- tramontina
- iFood
- The boticario
- American stores
- Louise Magazine
- Nature
- Sebrae
- cocoa show
- Brastemp
Strongest Global Brands in Brazil
For the strongest international brands in Brazil, the same data survey pointed to multinational technology companies, with Google at the forefront, followed by brands from social media/content and streaming platforms such as YouTube, Whatsapp, Netflix, Instagram, as well as brands of product and technological platforms, such as Windows, Samsung, Android and Disney, the only one that does not have its origin in the digital world. “It is interesting to note that the ranking has everything to do with Brazilian media habits and consumption, which are closely related to the listed brands. Curious to see how well Disney appears with technology companies and products. It knew how to make its digital transformation and get into the distribution of its own content, gaining relevance”, explains Fernanda Calfat, Head of Operations at Superunion.
- YouTube
- Netflix
- Windows
- Samsung
- Android
- Disney
- Apple
Most Valuable Brands in Brazil
By crossing data from BAV, Economatica and Brazil Panels with a financial valuation analysis of TM20, the study calculated the values of the main Brazilian brands, especially Mercado Livre, which reached R＄ 11.4 billion. “This is the most complete study that combines a holistic analysis with an analysis of the economic-financial value of the brand, respecting the international standards of brand evaluation processes, recognized by the market. It combines BAV’s best and largest consumer research base with financial data from Economatica”, explains Eduardo Tomiya, Founding Partner of TM20 Branding.
Most Valuable Brands in Brazil
- Free Market – R＄ 11.4 billion
- Itaú – R＄ 8.2 billion
- Bradesco – R＄ 4.2 billion
- Vivo – R＄ 3.7 billion
- Nubank – R＄ 3.6 billion
- Natura – R＄ 2.9 billion
- Magazine – R＄ 2.5 billion
- Skol – R＄ 1.7 billion
- Petrobras – R＄ 1.7 billion
- Atacadão (Carrefour) – R＄ 1.6 billion
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