The Most Valuable Brazilian Brands
Under the technical coordination of Eduardo Tomiya, founding partner of TM20 Branding and pioneer in the methodology of financial valuation of brands in the country, the ranking of the Most Valuable Brazilian Brands has been carried out by IstoÉ Dinheiro magazine since 2003.
Check out the materials, news and ranking criteria.
“It is a source of pride for IstoÉ Dinheiro to have a 20-year partnership with Eduardo Tomiya in the publication of the Most Valuable Brands in Brazil. The methodology developed for the creation of brand value and strength rankings is a reference in the recognition of companies in the consumer market, in addition to being a useful tool for strategic decisions on investment in communication. In addition, TM20 has been a very rich source of branding insights and analysis of the positioning of companies in the ecosystem in which they operate.”
Celso Masson, Diretor de núcleo da Editora Três
The Most Valuable Brazilian Brands 2023
For the 20th year, IstoÉ Dinheiro magazine publishes the most comprehensive study carried out in Brazil on brand value and strength. There are three rankings prepared by the consultancy TM20 Branding in partnership with the global agency WPP based on 17,000 interviews and financial data provided by TradeMap. Get to know the leaders and lessons from those that most grow in the eyes of Brazilians.
Understand the methodology
Results are obtained from thousands of interviews and financial data from the analyzed companies.
To create the ranking of the most valuable Brazilian brands, the TM20 Branding consultancy evaluated more than 400 brands of Brazilian origin and which have most of their financial results in Brazil.
To participate in the assessment, they must be publicly traded or have public information available. The consultancy had no contact with the evaluated brands.
The primary source of information is the Brand Asset Valuator (BAV) study by the WPP Group, which evaluates brands globally. In the specific case of Brazil, the work is carried out by the consulting firm Design Bridge and Partners. Financial information provided by Trademap.
Two aspects are analyzed for the definition of brand equity, expressed in dollars:
1. Financial analysis
We surveyed the performance of 250 companies seeking the performance of stocks on the stock exchange between November 2022 and April 2023, as well as accounting results for the year 2022. We used the BAV Brand Contribution model, carried out by the consultancy Landor&Fitch.
2. Brand analysis
The BAV survey, conducted with approximately 17,000 respondents between October and December 2022, quantifies the strength of more than 1,700 brands in Brazil. The data is used to compose the rankings of the strongest global brands in Brazil and the strongest Brazilian brands.
Previous editions
Check out the complete article on the 2022 ranking, published in issue Nº 1277 of IstoÉ Dinheiro magazine.
Purpose, reputation, legacy, value
istoedinheiro.com.br/proposito-reputacao-legado-valor/
The marketplace that outperformed the big banks
istoedinheiro.com.br/o-marketplace-que-superou-os-bancoes/
The bank that beat the favorites
istoedinheiro.com.br/o-banco-que-desbancou-as-favoritas/
Disruption, trust and result
istoedinheiro.com.br/disrupcao-confianca-e-resultado/
