Consulting firm Interbrand has released its annual ranking of Brazil’s 25 most valuable brands. According to data from 2021 and 2022, the list has a combined market value of USD 29 billion — 6 percent more than in the previous edition. The banking sector dominated the ranking, as it has since 2001 when the list began. Four banks featured in the top 10.
For the third year in a row, Itaú Unibanco, Brazil’s biggest private bank, topped the list with a valuation of USD 8 billion — up 9 percent from the previous edition. Additionally, digital bank Nubank made its first appearance on the list, ranking seventh with a valuation of USD 726 million.
Companies such as independent brokerage firm XP (USD 344 million), and Brazil’s first and second-largest acquirers, Cielo (USD 179 million) and PagSeguro (USD 123 million), are also on the list, with financial services generally dominating the ranking.
Beer brands also kept their high rankings, with Skol (USD 3.4 billion) and Brahma (USD 2.4 billion) in third and fourth place, respectively.
On the other hand, the retail sector — which has grown significantly in Brazil in recent years — experienced a slight decline in representation this year, affected by the crisis at Americanas.
The company dropped from tenth to 19th place and is now worth USD 161 million, a 53 percent drop in value. Other companies in the same sector, such as Magalu (ninth), Renner (11th), Havaianas (17th), and Hering (25th), on the other hand, have increased their combined market value by 38 percent.
State-controlled oil company Petrobras (USD 650 million) ranks eighth. The firm has a new CEO appointed by President Luiz Inácio Lula da Silva and approved by the board on January 26th, and recently announced an investment in artificial intelligence.
To be included in Interbrand’s ranking, a brand must be of Brazilian origin and have public financial statements. Interbrand evaluates companies based on three growth factors: alignment (how committed the organization is to its strategy), empathy (how effectively and actively the company responds to consumer wants and needs), and presence (how much the brand is a reference in the consumers’ minds).
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