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São Paulo, August 28, 2019 – Interbrand, the world’s leading brand consultancy, today released its 2019 ranking of the 25 Best Brazilian Brands. The official announcement took place during an event at Insper, in the city of São Paulo.
The top 5 positions are Itaú, Bradesco, Skol, Brahma and Banco do Brasil. This year, Best Brazilian Brands saw two new entrants: SulAmérica (insurance), holding the 21st position, with a brand value of R$ 554 million and Atacadão (wholesale retailer) with a brand value of R$ 529 million, ranked 23rd.
19 brands on the list showcased a positive change in 2019 and 4 of them experienced a significant percentage growth in their brand values compared to 2018: Magalu, with 46%, displaying the most noteworthy leap in the ranking, CVC and Localiza, both with 21%, and Assaí, who, after only entering the ranking in 2018, showed an increase of 20% in brand value.
The total portfolio value of the 25 brands that make up this year’s ranking edition has grown 7.65%, exceeding R$ 129 billion. Of all ranked brands, only four lost value – Antarctica, Cielo, BTG Pactual and Casas Bahia – compared to 2018, year in which nine brands endured a loss in value.
According to Beto Almeida, CEO of Interbrand Brazil, the 2019 ranking reveals that the most successful brands have established and created relevant experiences with inspiring purposes to their consumers.
“We have analyzed that the brands with the highest growth percentages were those that were able to effectively connect relevant brand experiences to enhance consumer’s experiences and provide consistency, which actually creates value in the short-term. At the same time, brands that have articulated powerful and authentic messages to build a positioning rooted in their purpose have earned the highest scores in brand strength. Not by chance, this strengthens reputation and ensures long-term loyalty,” said Almeida.
These two strategies combined were responsible for the good performance of both Itaú and Magalu in this year’s ranking. Almeida further stated, “The fastest growing brand and the top brand of the year are two excellent examples of good coordination between generating relevance and cause, leading the brands to reach new heights in terms of engagement, safeguarding and sustainable value.”
Based on an exclusive and certified Brand Valuation methodology, developed in 1988 in partnership with the London Business School, the Best Brazilian Brands Ranking exists since 2001 and is the result of studies that analyze and interweave financial performance, perception and the influence of brands on consumers.
In partnership with Provokers, a survey was carried out throughout Brazil which encompassed more than 1,000 respondents and 100 brands, showing the outlook of the current scenario, combined with positive and negative impressions of different brands in various segments.
The requirements for a brand to be on the list of the Best Brazilian Brands are: to have Brazilian origin and to publicly disclose its financial information. Check below the 25 Best Brazilian Brands 2019 ranking (values in R$ million) or visit www.interbrand.com/br/best-brands/best-brazilian-brands/2019/
At Interbrand, we believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. We do both, through a combination of strategy, creativity, and technology that helps drive growth for our clients’ brands and businesses. With a network of 16 offices in 14 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Brazilian Best Brands, Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel. Interbrand is part of The Brand Consulting Group of Omnicom Group Inc. (NYSE:OMC). For more information, please contact us, or follow Interbrand on LinkedIn, Twitter, Instagram, and Facebook.
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