Itaú Bank was chosen as the most valuable brand in Brazil in 2022, according to the ranking of consultancy Interbrand, released on Monday (27).
The brand value was calculated at R$44.4 billion (US$8.6 billion), 9% higher than in 2021.
Three other banks appear in the top 10.
This year, the 2nd place went to Bradesco (R$28.6 billion), followed by Skol (R$18.9 billion).
Among the financial institutions, Banco do Brasil ranked 5th (R$10.3 billion), and the newcomer Nubank, 7th (R$3.8 billion).
The list of the 25 most valuable brands, according to the consultancy, has a total value of about R$153.5 billion, a 6% growth over the previous year.
The financial sector was the one that presented the highest valuation, driven by Nubank.
Renner stood out among the brands that grew the most in the last year.
The brand value jumped 14%, from R$1.7 billion to R$1.9 billion.
The chain of stores occupies the 11th position.
Also recorded double-digit growth: PagSeguro (13%), Atacadão (13%), Localiza (13%), Hering (12%), Assaí (11%), Porto Seguro (11%) and Drogasil (10%).
Interbrand developed the survey methodology in partnership with the London School of Economics.
The financial performance and the perception and influence of the brand on consumers are analyzed.
A quantitative survey was also carried out to measure the brand’s strength.
The research company Provokers heard more than 1100 people from classes A, B, and C all over Brazil.
With information from Poder360