The 100 most valuable brands in Brazil are even more valued this year. Their value increased 12% compared to 2021, to R$308.4 billion (US$57 billion), according to a survey by Brand Finance Brazil.
The ranking leader is Itaú, with a value of R$36.4 billion, a jump of 28.5% from 2021 to 2022. Besides being the most valuable in Brazil, it is the only Brazilian brand on the list of the 500 most valuable brands in the world from Brand Finance Global 500 2022.
It is interesting to note that the top ten brands in 2022 had already been the top ones last year but in different positions.
TEN MOST VALUABLE BRANDS
| Ranking 2022 | Brands | Value (R$, billions) | Variation 2022 / 2021 |
|---|---|---|---|
| 1 | Itaú | 36.4 | 28.5% |
| 2 | Bradesco | 21.1 | -3.6% |
| 3 | Banco do Brasil | 20.2 | -10.6% |
| 4 | Petrobras | 19.9 | 18.4% |
| 5 | Caixa | 15 | -32.1% |
| 6 | Vale | 14.1 | 13.1% |
| 7 | Natura | 13.4 | 15.1% |
| 8 | Skol | 12.9 | 0.1% |
| 9 | Brahma | 9.2 | 19.7% |
| 10 | Vivo | 8.4 | 0.8% |
The brand that appreciated the most in one year was Movida, which jumped 227.6% to R$1.86 billion. Brand Finance’s analysis is that this advance may be related to the operational and economic results marked by records throughout 2021.
Besides the car rental company, the list also includes Havaianas (123.4%), Assaí (112.3%), Nubank (111.4%), and Unidas (108.4%).
BRANDS THAT HAVE APPRECIATED THE MOST
| Ranking 2022 | Brands | Value (R$, billions) | Variation |
|---|---|---|---|
| 1 | Movida | 1.86 | 227.6% |
| 2 | Havaianas | 1.95 | 123.4% |
| 3 | Assaí Atacadista | 5.82 | 112.3% |
| 4 | Nubank | 2.73 | 111.4% |
| 5 | Unidas | 2.49 | 108.4% |
| 6 | Atacadão | 5 | 108% |
| 7 | Perdigão | 1.67 | 99.4% |
| 8 | Qualy | 1.48 | 95.3% |
| 9 | Gerdau | 2.94 | 79.2% |
| 10 | PAN | 0.7 | 77.7% |
With two car rental companies among the companies that rose the most, it is not surprising that the segment had the highest growth, 99%, in 2022. Localiza also presented an advance of 59.4%.
On the other hand, the ranking of brands that devalued the most is led by Marisa (-50.5%), followed by Pão de Açúcar (-43.6%) and Extra (-33.4%).
With information from Valor Econômico