RIO DE JANEIRO, BRAZIL – A survey conducted by Ipsos and released on April 12 shows that eight of the ten most influential companies in Brazil are from the technology segment. Google leads the list. The second is Samsung, followed by YouTube (3rd) and Netflix (4th).
The ranking goes on with Lojas Americanas (5th), Amazon (6th), Facebook and Mastercard (7th), Natura and Nestlé (8th), Mercado Livre (9th), and Microsoft (10th). Four were not in last year’s ranking: Netflix, Lojas Americanas, Amazon, and Natura.
According to Ipsos, six criteria were used to evaluate the brands’ influence: innovation, trust, presence, social responsibility, online engagement, and performance during the pandemic.
Even with significant participation of the technology sector, the survey points to the presence of consumer goods segments, with Natura itself, alongside Nestlé, tied for the eighth position.
Another highlight is the presence of two national names in the ranking. Lojas Americanas, considered by the study as one of the most prominent in online engagement, and Natura, the brand most associated with social responsibility, among all those analyzed in the survey.
According to Marcos Calliari, CEO of Ipsos in Brazil, influence goes far beyond the brands’ position in the market.
“Influential brands are those that are seen and heard. Being seen is part of creating influence, inspiring people, and stimulating the engagement of your consumer. These brands not only sell services or products but also form opinions and establish behavior models to be followed”.
With information from CNN Brasil Business