Itaú Becomes Brazil’s Only Brand in the Global 500 as A.I. Reshapes Rankings

Key Points

1. Itaú’s brand value rose 15% to $9.9 billion, lifting it to 254th in Brand Finance’s Global 500.
2. Brazil lost its second slot after Banco do Brasil dropped out, following a tougher year for earnings and confidence.
3. The 2026 list shows how digital scale and AI narratives are rewriting brand power in finance and technology.

Brazil now has a single entry in Brand Finance’s Global 500: Itaú Unibanco. The bank climbed 20 positions to 254th. Brand Finance estimated its brand at $9.9 billion, up 15% year on year.

Itaú scored 80.3 on brand strength, earning an AAA- rating. Brand Finance links brand value to financial performance and market research. It weighs awareness, reputation, and customer loyalty.

Itaú’s rise coincided with Brazil’s shrinking presence on the list. Banco do Brasil, a state-controlled lender, ranked 467th last year at $5.2 billion. It did not appear in the 2026 Global 500.

The consultancy did not publish a detailed explanation in the release coverage. The removal follows a more difficult 2025 for Banco do Brasil. Coverage cited rising agribusiness delinquency and higher provisions.

The bank also lost R$13.5 billion in market value as investors reassessed risk and returns. Globally, the top tier remains dominated by US and Chinese giants. Apple led at $607.6 billion, followed by Microsoft at $565.3 billion.

Google ranked third at $433.1 billion, ahead of Amazon at $369.9 billion. NVIDIA placed fifth at $184.3 billion, then TikTok/Douyin at $153.5 billion.

Walmart, Samsung Group, Facebook, and State Grid completed the top ten at $141.0 billion, $119.2 billion, $107.1 billion, and $102.4 billion. Brand Finance framed 2026 as an AI-driven inflection point.

It highlighted NVIDIA overtaking Facebook and Walmart in brand value. It also noted OpenAI’s first entry into the Global 500. YouTube was named the world’s strongest brand, and Revolut’s brand value more than tripled.

For Brazil, the message is narrow but clear. Digital trust and disciplined execution are becoming global assets. Losing a second national name signals that scale alone is not enough.