Consultancy Interbrands has published its annual ranking of Brazil’s 25 most valuable brands. While Petrobras makes the list, it ranks only 8th. The top 5 positions are all dominated by beer labels and banks. It is not a coincidence that Brazil’s four richest men operate in these two sectors, with three of them being partners in the same beverage company, Ambev—which produces the top 3 most valuable beer labels in the country.
These 25 companies combine for a market value of BRL 120 billion—a 2.7 percent growth from last year’s ranking. They represent companies that managed to overcome the recent recession, which was Brazil’s worst on record. Truth be told, the challenge was easier for banks, which profit in Brazil no matter what the economic scenario is. Our ultra-concentrated market makes it easier for the reduced number of players to slap tariffs on consumers and increase their revenue.
To be featured on Interbrand’s ranking, a brand must have Brazilian origin and public financial statements. The study, which has been carried out since 2001, ranks brands according to financial performance, public perception, and the influence they have on consumers. “The recent economic crisis generated a loss in confidence levels, putting some companies’ reputations on the line. The brands in our report have overcome these challenges,” said Daniella Bianchi, Interbrand’s Director in São Paulo.