RIO DE JANEIRO, BRAZIL – Itaú Unibanco is the only Brazilian representative in the list of the 500 most valuable brands in the world, according to the annual ranking of the international brand consultancy Brand Finance.
The bank increased 53 positions in relation to the 2021 report, and has the 335th most valuable brand on the planet.
In the previous edition, in addition to Itaú, Banco do Brasil also featured in the ranking in 492nd position. This year it was not included in the list of the 500 most valuable brands. Santander is in 126th position – with its global brand.
To compile the ranking, Brand Finance considers the brands’ recognition, importance, and reputation in society.
Word of mouth – that is, the degree of the brand’s spontaneous engagement with the public, without the need for advertising – was also included by the consultancy.
Apple is the most valuable brand in the world, already at the top of the ranking last year, with a value of US$355.1 billion.
Amazon is in second place, worth US$350.3 billion. In third, fourth and fifth place are the also American companies Google, Microsoft and Walmart.
Among Latin Americans, the highest ranked is Mexican beer Corona (312th), worth US$7 billion.
Brand Finance points out that the brand struggled with having its name associated with the coronavirus in 2020, and that although it recovered last year, it faced another problem related to the pandemic: the shortage of beer on the market and the need to raise prices, given commodity inflation.
TOP CEOs
In addition to being among the most valuable brands, Itaú has conquered a position in the ranking of the 250 top CEOs, or “brand guardians,” as Brand Finance calls them.
About to complete one year at the head of the conglomerate, Milton Maluhy is ranked 231st. He is also the only representative of a Brazilian company in the list.
The list ranks CEOs based on their scores in performance, investment, and equity (which includes reputation and employee approval). The top spot on this year’s list is held by Microsoft CEO Satya Nadella, followed by Apple’s Tim Cook.
“Ultimately, the role of a brand guardian is to build value for the brand and the business,” Brand Finance CEO and chairman David Haigh says in a statement.
“Our ranking recognizes those who are building business value in a sustainable way, balancing the needs of all stakeholders – employees, investors, and society as a whole.”
The 2021 ranking had no CEOs from Brazilian companies. For 2022, it was expanded from 100 to 250 global names.