RIO DE JANEIRO, BRAZIL – The 25 most valuable brands in Brazil in 2020 together total US$55.7 (R$295) billion in annual revenue, a four percent growth over last year, according to the new edition of the BrandZ Brazil ranking, conducted by Kantar in partnership with WPP.
Despite the growth, the impact of the coronavirus pandemic on business has strongly affected Brazilian companies: six companies among the top ten recorded a drop in the value of their brands in 2020 compared to last year.
In this year’s edition, Itaú bank climbed one position and stands out as the most valuable brand in the country, with an estimated value of US$8.2 billion, a drop of one percent over 2019. Skol beer emerges in second place in the ranking, moving up one position, with a US$6.7 billion brand value – a six percent drop from the US$7.2 billion last year.
Sadia, classified in the category of foodstuffs, ranks tenth, with a 22 percent increase in annual comparison, totaling US$1,637 billion in brand value. The company is also the most valuable brand in the foodstuffs sector.
With the pandemic expediting business digitalization, Silvia Quintanilha, Kantar Brasil attendance vice-president, emphasizes the importance of creating strategies for brands to remain present in the minds of their customers.
“Brands that moved forward with digital experience, innovation and closer relationship with the consumer achieved a better performance, by building a connection with their public,” says Silvia.
To reach the results, Kantar uses a methodology that considers the market value, according to data from the Stock Market and Bloomberg, and the brand contribution value, made by Kantar – which is the proportion of the financial value of a brand generated by its capacity to increase the purchase volume and carry a premium price.
Below are the ten most valuable brands, according to the BrandZ Brazil ranking:
Brand Category Ranking Brand Value in 2020 (bi $)
1 Itaú – Financial Institution US$8,268
2 Skol – Beer US$6,797
3 Bradesco – Financial Institution US$6,137
4 Magazine Luiza – Retail Sales US$5,111
5 Brahma – Beer US$3,720
6 Globo – TV Channels US$3,295
7 Antarctica – Beer US$2,558
8 Renner – Retail Sales US$2,273
9 Amil – Health Care US$2,050
10 Sadia – Foodstuffs US$1,637
Bradesco bank, which led the list in 2019, dropped to third in the ranking, with its mark valued at US$6.1 billion, a 35 percent drop compared to US$9.4 billion in 2019.
The consumer goods and retail segments stood out this year and drive brand value. Retailer Magazine Luiza is ranked fourth in the list, valued at US$5.1 billion, an advance of 124 percent in year-on-year comparison.
The brand has maintains a strong valuation rate in recent years. In 2019, when it ranked seventh in BrandZ Brazil, Magalu had registered a growth of 276 percent in brand value – compared to the preceding year.
According to Kantar, the digital transformation and the investments made by the retailer to become an omnichannel, integrating the online and physical channels, is the company’s great competitive differential.
“Magalu invested in technology within the home, social media and logistics, improving the customer experience and attracting more vendors to its marketplace. It also allowed small and medium-sized companies to have access to Magalu’s distribution channel. Magazine Luiza reinvented itself by switching from a sales model for home appliances to a marketplace model – competing with Amazon,” wrote the consultancy.
Renner was another retailer that stood out, as its brand value grew 19 percent from the preceding year, reaching US$2.2 billion in 2020.
Source: InfoMoney