The brands best rated by Brazilians, according to Ipsos

Nestlé, Google and Samsung occupy the top three places in the Contextual Brand Success 2024 ranking

Ipsos presented the new Contextual Brand Success 2024 study, which identified the brands that best understand the context and meet the needs of Brazilian consumers.

From the list, Nestlé, Google and Samsung appear in the top positions, followed by Colgate, Natura, Amazon and Omo sharing the sixth position, Coca-Cola, Whatsapp and O Boticário in eighth place, Sadia and Youtube in ninth place and, closing the top 10, iFood.

The ranking, made up of 20 brands, was based on three pillars: expectation, which refers to everything people feel and know about the brand; context, which represents 50% of the weight of why the brand is chosen or consumed; and empathy, which measures the company’s level of connection with people’s lives and values.

According to the data presented, Nestlé leads the amount because it is known for meeting the needs of its customers while maintaining proximity to the public. Google, which occupies second place, was recognized for its ability to generate empathy, making consumers’ lives easier through technology.

Rounding out the top 3, Samsung won “bronze” for standing out in the micro context pillar, demonstrating its ability to understand consumers’ individual needs.

“This ranking reflects how brands are adapting to the current context and consumer expectations. The analysis reveals not only who is at the top, but also the strategies that are shaping brands’ success in the global market. Understanding these dynamics is essential to remain competitive and relevant,” explained Rafael Munhoz, head of strategy research and market understanding at Ipsos and responsible for the study.

See the full list of Ipsos’ Contextual Brand Success 2024:

1. Nestlé
2. Google
3. Samsung
4. Colgate
5. Nature
6. Amazon and Children
7. Coca-cola
8. WhatsApp and O Boticário
9. Sadia on YouTube
10. iFood
11. Nubank
12. Partridge
13. Flip flops
14. In the evening it’s Shopee
15. Gillette
16. Free Market
17. Cacau Show
18. Guarana Antarctica
19. Microsoft
20. Apple