Brazilians' LoveBrands in 2023, according to Ecglobal

Study seeks to offer understanding about the behavior and emotional bond between Brazilians and brands

Ecglobal presents the 5th edition of the study The Brands that Conquered Brazil, publishing the ranking of the LoveBrands that won over Brazilians in 2023.

Adriana Rocha, co-Founder & Global CEO of Ecglobal, explains that the term ‘LoveBrand’ is used to describe brands that manage to create a strong emotional relationship with consumers, leading them to feel a type of “love” or strong connection with the brand. A brand that wins hearts in its category is not just one that is loved by many people, nor is it one that generates more love among a small group of people; This brand needs to be loved in intensity and volume, and still be the favorite among all the options and win the loyalty of its consumers, adds the executive.

This year’s Top 10 is made up of 9 different categories, due to the arrival of O Boticrio, inaugurating the cosmetics and beauty category. It also includes Havaianas, Samsung and Nestl, companies that have continued throughout the last three editions of the study.

Digital brands such as Uber and Nubank return after their absence from the top ten in 2022. iFood, together with Whatsapp, remains in the Top 3 for three consecutive years. Coca-Cola moved up one position, reaching 3rd place this year.

Check the ranking:

(Photo: Divulgao)

The study was carried out 100% online and took place between June, July and August. 3,453 people participated, including men and women from all over Brazil, from classes A, B, C and generations X, Y and Z. During the research, they were invited to classify their favorite brands in several categories, and the results were consolidated to create of the ranking.

Check out the winning brands in each category: