Itaú remains the most valuable company in Brazil, according to the BrandZ Brasil 2021/22 study, prepared by Kantar.
It is the second consecutive time that the financial institution leads the ranking. In 2019, the leader was Bradesco – which remains in 3rd place. In the vice-leadership of the ranking is Brahma, Ambev’s beer brand, which was in 5th position in the last study.
See the top 10 in the ranking of the most valuable brands in Brazil, according to BrandZ:
Itaú Unibanco (bank): $8.08 billion (brand value)Brahma (beer): US$ 6.52 billionBradesco (bank): US$ 5.96 billionSkol (beer): US$ 5.92 billionSure (telephone): US$ 5.16 billionMagazine Luiza (retail): US$ 4.73 billionNubank (bank): US$ 3.59 billionPetrobras (fuels): $2.63 billionLive (telephone): US$ 2.60 billionAntarctica (beer): US$ 2.46 billion
According to the consultancy, Itaú “manages to perform well because it differentiates itself from the competition by constantly updating the services offered”, in addition to acting differently in the way it communicates, “using a more informal language and closer to the public”.
To arrive at the result, the study makes a rigorous financial analysis of each company throughout the year, in addition to evaluating the consumer’s point of view. In this edition, 478 brands were evaluated in 36 product and service categories.