Brazil: Value of 50 most valuable brands jumps 12% in 2022
The value of the 50 most valuable brands in Brazil in 2022 increased by 12% compared to 2021, from R$275.2 billion (US$53.7 billion) to R$ 308.4 billion.
The information is from the Brand Finance Brasil 100 2022 report, which increased the number of published brands from 50 to 100.
Itaú appears in first place on the list, with a value of R$36.4 billion (US$7.1 billion). The bank had an increase of 28.5% compared to 2021.
It serves 56 million retail clients in Brazil and is the largest financial institution in Latin America. It is the only Brazilian brand on Brand Finance Global 500 2022 list of the 500 most valuable brands worldwide.
According to Brand Finance Brazil, one of the main highlights of Itaú’s performance was the expansion of its credit portfolio, which surpassed the R$1 trillion mark – an 18.1% increase compared to 2020.
This performance was mainly driven by credit cards, real estate financing, and vehicle portfolios. Read below the list of the ten most valuable brands in Brazil.
| Ranking | Brand | Value (in billions of R$) | Variation from 2021 to 2022 (in %) |
|---|---|---|---|
| 1st | Itaú | 36.4 | 28.5 |
| 2nd | Bradesco | 21.1 | -3.6 |
| 3rd | Banco do Brasil | 20.2 | -10.6 |
| 4th | Petrobras | 19.9 | 18.4 |
| 5th | Caixa | 15 | -32.1 |
| 6th | Vale | 14.1 | 13.1 |
| 7th | Natura | 13.4 | 15.1 |
| 8th | Skol | 12.9 | 0.1 |
| 9th | Brahma | 9.2 | 19.7 |
| 10th | Vivo | 8.4 | 0.8 |
The banking sector had 13 brands in the Brand Finance Brazil 100 2022 ranking, representing 31% of the total value of the brands.
The top 5 included Banco do Brasil (3rd place) and Caixa Econômica Federal (5th place).
Brand Finance Brazil also highlights that the top 10 brands of 2021 are repeated as the top 10 brands in 2022, but different positions. It shows a “constancy in managing the most valuable brands in Brazil”.
The brand that appreciated the most was Movida, which had a 227.6% increase in value in 2022 compared to 2021. According to Renato Franklin, Movida’s CEO, from the operational and economic point of view, 2021 was marked by records.
While the car rental market had a retraction in the availability of assets, a reflection of the crisis in the automotive sector, the company expanded its fleet by more than 50%.
Read below the list of the ten brands in Brazil that have appreciated the most in 2022.
| Ranking | Brand | Value (in billions of R$) | Variation from 2021 to 2022 (in %) |
|---|---|---|---|
| 1st | Movida | 1.9 | 227.6 |
| 2nd | Havaianas | 2 | 123.4 |
| 3rd | Assaí Atacadista | 5.8 | 112.3 |
| 4th | Nubank | 2.7 | 111.4 |
| 5th | Unidas | 2.5 | 108.4 |
| 6th | Atacadão | 5 | 108 |
| 7th | Perdigão | 1.7 | 99.4 |
| 8th | Qualy | 1.5 | 95.3 |
| 9th | Gerdau | 2.9 | 79.2 |
| 10th | PAN | 0.7 | 77.1 |
RETAIL SECTOR DOMINATES IN NUMBER OF BRANDS
The retail sector dominates the Brand Finance Brazil 2022 ranking, with 15 brands representing 12% of the total brand value.
Magazine Luiza leads the retailers’ ranking, with a brand value of R$6.83 billion.
Assaí comes in 2nd place, with a brand value of R$5.82 billion.
In 3rd place is Americanas, with R$5.61 billion, and then Casas Bahia, with R$5.6 billion.
Closing the top 5 is Atacadão, with R$5 billion in brand value.
With information from Poder360
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