Brazil’s Most Valuable and Strongest Brands in 2024
xiPWPP and Design Bridge and Partners present the Brand Asset Index, with the ranking of Brazil’s Most Valuable Brands and the Strongest Global and Brazilian Brands of 2024, based on a proprietary methodology using data from BAV – Brand Asset Valuator – the world’s largest database on brand equity and image, owned by WPP, which has been compiling studies on consumer perception for over 30 years.
To arrive at the ranking of the 50 Most Valuable Brands, 150 publicly traded Brazilian companies were selected, analyzing the performance of their shares between January and May 2024. Starting with the “intangible asset” – which is the difference between the company’s market value and its book value, calculated by TM20 Branding consultancy using information from ElosAyta – then cross-referenced with the brand contribution from BAV, the final value is reached, placing Nubank, Mercado Livre, and Itaú in the national lead. Below is the list of the top ten:
Most Valuable Brands
- Nubank
- Mercado Livre
- Itaú
- Vivo
- XP
- Brahma
- Localiza
- Ipiranga
- Petrobras
- Caixa Seguros
“BAV, with its unique ability to compare brands from different segments, offers deep insights into the relevance and meaning of brands in people’s lives, showing whether they meet expectations and deliver what they promise. At WPP, we believe that robust data and accurate analysis, such as those provided by BAV, are essential to guide companies’ strategic decisions, enabling the construction of stronger and more resilient brands in today’s dynamic market. With this comprehensive view of the Brazilian landscape, the research serves as a valuable guide for our clients, driving the sustainable growth of their businesses,” says Stefano Zunino, WPP’s country manager in Brazil.
“The intense digitalization of recent years, in the financial and consumer markets, has brought a great challenge to companies: ensuring their brands’ experience is coherent, consistent, and relevant as something fundamental, based on the integration of the product, service, and brand triad. While in the recent past, digital brands represented no more than 40% of the value of Brazil’s 50 Most Valuable Brands, today they represent 65% of that value,” says Marcelo M. Bicudo, CEO of Design Bridge and Partners.
“The value of the stock portfolio of the companies holding the ten strongest global brands has increased 286% since 2006. This shows that solid brands bring financial value to their shareholders. The example of Nubank, which last year was already the strongest in consumers’ minds, and this year delivered positive financial results, shows that the market truly values strong brands,” says Eduardo Tomiya, CEO of TM20 Branding and responsible for the measurement.
The Strongest
In terms of Strongest Brands, among global companies, WhatsApp, Google, and YouTube stand out in the lead; among national companies, Pix appears for the first time on the list, followed by Boticário and Cacau Show. The data was collected via quantitative research in Brazil, based on 18,000 interviews in the first half of this year.
Strongest Global Brands in Brazil:
- YouTube
- Netflix
- Shopee
- Microsoft
- Google Maps
- Amazon Prime 10.ChatGPT
Strongest National Brands:
- Pix
- Boticário
- Cacau Show
- Brastemp
- Tramontina
- iFood
- Havaianas
- Nubank
- Natura
- Sebrae
Most of them have in common their relevance in the daily lives of Brazilians, offering agility and simplified solutions. WhatsApp’s rise to first place, compared to the 2023 ranking, reflects the strength of instant communication among us. Some winning brands are on the list for the first time, such as PIX, which quickly became the most used payment method in the country and, despite being a service, is also a brand.
Shopee also makes its debut, experiencing meteoric growth in e-commerce, driven by competitive prices and a simple user experience in the digital environment. ChatGPT’s Artificial Intelligence resource unveils an increasingly generative future for Brazilians, as does the electric car brand BYD, which, despite still being inaccessible to most of the population, is already in everyone's imagination, based on a strong marketing strategy.
However, Bicudo draws attention to traditional brands that have managed to stay current: “In an increasingly digital world, consumers also seek authentic emotional connections. Names like Havaianas and Brastemp, which have managed to connect with the feeling of Brazilianness and tradition, demonstrate the power of emotionally relevant storytelling and building engaged communities.”
Other Research Indices
In addition to the “top 10,” the Brand Asset Index provides a comprehensive list of the 50 best-positioned brands. It also presents rankings of leaders in the financial services and retail categories; the socially responsible; and the strongest in perception by generation (X, Y, Z, and boomers). Among the highest-ranked in social responsibility are Sebrae, Reclame Aqui, and Mercado Livre. In the generational breakdown, younger people value technological innovation, practicality, and more conscious and purposeful consumption. Boomers (born up to 1964) see strength in traditional brands but also value the practicality of digital. In this scenario, Pix, Google, and Cacau Show are the only ones that reign supreme among all generations of Brazilians interviewed.
Click here to see the full research: www.brandassetindex.com