Banks lead the ranking of most valuable brands in Brazil in 2022

The Brand Dx ranking of the most valuable brands in 2022 shows that banks occupy the top of the list.

Itaú, Bradesco and Banco do Brasil are the top 3.

The sum of the 100 biggest brands reached R$457 (US$86) billion, a growth of 22% compared to the previous year.

Itaú is 1st on the list and has a market value of R$41 billion. Bradesco is worth R$31.7 billion. Banco do Brasil follows it, with a market value of R$25.7 billion.

Caixa comes in 4th place, with a value of R$19.4 billion.

Thus, banks remain the most relevant segment in the Brand Dx ranking. They correspond to 31% of the total value of the brands in the survey.

Next comes the vehicle sector (15%), alcoholic beverages (6%), and retail (5%).

This year, of the 100 most valuable brands evaluated by the ranking, 85% had an increase in value.

15% had a decrease. In 2021, among the 70 best-evaluated brands, 40 had registered growth, and 30 had lost value.

METHODOLOGY

To present the ranking, Brand Dx analyzed 4,000 brands in 50 sectors of the economy. It also surveyed 24,000 people between August and September.

The company relies on future profit streams that the brand can create.

Evaluating the strength of the brand takes into account 29 performance indicators that go through communication, positioning, reputation, and even experience with channels, products, and services.

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