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Ian Guedes, Mar 14th, 2024
What are the most valuable brands in Brazil in 2024
The ranking was prepared based on interviews with 10,800 Brazilian consumers.
The value of the 50 most valuable Brazilian brands has grown by 4% in the last two years, according to the new Kantar BrandZ Brazilian Brands Report. The total value of the companies listed in the ranking has exceeded the $82.8 billion mark — or approximately R$ 412 billion when converted to Brazilian reais.
Itaú bank leads the 2024 ranking with a brand value of $7.4 billion, accounting for 8.9% of the entire ranking. In the Top 50, eleven financial services brands contribute 30% of the total brand value, with Banco do Brasil (ranked 15th; $1.6 billion) experiencing the highest growth, climbing seven positions and growing by 55% in two years.
| Position | Brand | Value (in billion dollars) |
|---|---|---|
| 1. | Itaú | 7.3 |
| 2. | Brahma | 6.6 |
| 3. | Skol | 5.8 |
| 4. | Claro | 5.7 |
| 5. | Nubank | 4.5 |
| 6. | Bradesco | 4.3 |
| 7. | Vivo | 3.3 |
| 8. | Localiza | 3.0 |
| 9. | Petrobras/BR | 2.6 |
| 10. | Antarctica | 2.4 |
Kantar BrandZ, a renowned market analysis company, has released its latest ranking of the most valuable brands in Brazil. This annual assessment combines meticulously analyzed financial data with extensive brand recognition research. Since 1998, BrandZ has provided crucial insights into brand building, based on interviews with millions of consumers across various markets.
The 2024 ranking was based on the opinions of 10,800 respondents about 396 brands in 27 different categories. This survey reflects the importance of customer perception in driving business. The listed brands must meet specific criteria, including their origin in Brazil and ownership by companies listed on recognized stock exchanges.
This year, the rise of digital fintechs, such as Nubank (ranked 5th, with a value of $4.6 billion), is redefining the national financial sector. Traditional banks like Itaú and Banco do Brasil are being compelled to invest in innovation and customer experience to remain competitive.
Milton Souza, General Director of Kantar's Insights Division in Brazil, notes: "The latest BrandZ Most Valuable Brazilian Brands ranking shows how resilient brands have been after the disruption and uncertainty of recent years in Brazil and global markets."
In this edition, nine brands debut in the ranking, including Localiza (with a value of $3.1 billion), standing out in 8th place. Rapid technological evolution has also brought four new financial services brands, such as SulAmérica, Rede, PagBank, and C6 Bank.
Additionally, two new Technology and Consumer Services brands, Unidas and Movida, have been included, as well as the global flip-flop brand Havaianas, making its first appearance in the Top 50. Leão, a brand with 120 years of tradition in teas, also enters the ranking for the first time.
The competitive landscape of brands in Brazil is constantly evolving, driven by innovation and the growing demand from consumers for digital experiences and relevant products.
- #BrandZRanking #BrandValue #ConsumerOpinion #FinancialInnovation #FintechBrazil #TechnologicalEvolution #NewBrands #Trends2024 #BusinessGrowth #Localiza #SulAmérica #PagBank #C6Bank #GlobalHavaianas #UnidasMovida #LeãoTradition #DigitalBusiness #CustomerExperience #BrazilianCompetitiveness
Graduated in Psychology, Systems Development and MBA in Business Management from FGV, I am a constant learner, passionate about languages.
#Technology #Agile #Dev
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