Itaú Unibanco and Bradesco have the most valuable brands in Brazil, according to a survey by Interbrand consultancy. Relative to the 2022 survey, both banks saw brand equity increase. In addition, Nubank debuted in the ranking, in seventh position. Americanas, in turn, had the biggest drop in brand value in the period.
Itaú has the most valuable brand in the country, valued at R$44.4 billion, growth of 9% in one year, while Bradesco’s is valued at R$28.6 billion, up 4%.
Beer brands Skol and Brahma come next, with values of R$ 18.9 billion and R$ 13.3 billion. Banco do Brasil completes the “top 5”, with a brand valued at R$ 10.3 billion.
The ranking, which has 25 brands, had its debut this year: Nubank, whose brand was valued at R$ 3.8 billion, ahead of Petrobras (R$ 3.5 billion) and Magazine Luiza (R$ 3 billion).
From the financial sector, XP (12th position), Porto (16th), Cielo (18th), PagSeguro (22nd) and SulAmérica (24th) also appear in the survey.
In addition to names from the financial sector, there is a large presence of retail and consumer companies in the survey, and retailers were responsible for the greatest transactions. The Americanas brand had the biggest drop in value compared to the last survey, with a drop of 53%, to R$ 844 million. The company occupies the 19th position in the ranking.
At the beginning of this year, Americanas disclosed to the market an accounting deficit of R$ 20 billion, which triggered a crisis that led the company to judicial recovery. The process also involved a legal dispute with banks and other creditors.
The biggest growth, however, was also for a retailer: the Renner brand saw its value increase by 14% compared to last year, to around R$ 2 billion, which took it to 11th position in the ranking.
“The brands with the highest growth in the study were those that knew how to adapt to the rapid behavioral changes of their public in this era where the speed and certainty of change shape the new normal”, said in a note the CEO of Interbrand, Beto Almeida.
To compile the ranking, which has existed since 2001, Interbrand considers the financial performance and the perception and influence of brands with consumers, using a methodology developed in conjunction with the London School of Economics. There is also a brand strength analysis.
This year, more than 1,100 people aged over 15, belonging to classes A, B and C were interviewed.
