Nubank is the strongest brand in Brazil

RIO DE JANEIRO, BRAZIL – British WPP group elected the Brazilian fintech Nubank (NUBR33) as the strongest brand in Brazil in 2022. The classification uses as parameters the company’s influence over the public and other companies in the segment.

The ranking is prepared by TM20 Branding and published annually in partnership with IstoÉ Dinheiro magazine. TM20 Branding interviewed 16,000 consumers between October and December 2021. After Nubank comes Tramotina, and then iFood.

In a statement, Nubank’s Chief Marketing Officer (CMO), Arturo Nuñez, celebrated the first place and said that this achievement resulted from our focus on the consumer.

“This achievement comes from our focus on the consumer. In everything we do, we put our customers at the center. And there is nothing more powerful than your customers telling people about their good experiences,” Nunez said in a statement.

According to the magazine responsible for publicizing the award in Brazil, the brand strength evaluation is based on four pillars: differentiation, relevance, esteem, and knowledge.

The differentiation sets the brand apart from the competition, the relevance represents the consumer’s perception, the esteem reflects the ability to meet customer expectations, and the knowledge is the transmission of what the brand represents.

WPP’s ranking with the ten strongest brands in Brazil has a maximum score of 100 points:

1. Nubank: 100 points
2. Tramontina: 99 points
3. iFood: 98 points
4. O Boticário: 98 points
5. Americanas (AMER3): 98 points
6. Magazine Luiza (MGLU3): 97 points
7. Natura (NTCO3): 97 points
8. Sebrae: 97 points
9. Cacau Show: 97 points
10. Brastemp: 95 points

The founder of TM20 branding consulting, Eduardo Tomiya, praises the fintech company’s achievement, pointing out that “in general, people have a certain aversion to banks, but Nubank managed to create an emotional bond with its customers.