Itaú, Bradesco are Brazil’s best brand, Interbrand report
The global brand consultancy Interbrand has announced the release of Best Brazilian Brands 23/24 study, with a ranking still dominated by banks and beers.
In first place remains Itaú, with an estimated value of R$ 46.9 billion, followed by Bradesco with R$ 27 billion, Skol with R$ 18.9 billion, Brahma with R$ 13.7 billion, and Banco do Brasil with R$ 10.4 billion. Together, the 25 brands surpassed a total value of R$ 156 billion, representing a 2% growth compared to the previous year.
Among the new entries this year is the fintech Stone, ranking 12th with an estimated brand value of R$ 1.8 billion. The analysis shows that the brand sustained growth in its product portfolio, customer experience, and engagement in recent years, which translated into a recovery of rising financial results. Another newcomer is Raia, debuting in 18th place, and the return of Arezzo, as the 25th most valuable brand in the country.
In terms of growth compared to the previous ranking, Drogasil (14th) showed the best performance. Although the brand remains in the same position, its value grew by 19%, from R$ 1.1 billion to R$ 1.3 billion. The study indicates that the company has established itself as the strongest health brand in Brazil, with store expansion, service improvement, and enhanced customer loyalty and presence. Additionally, the investment in building the RD Group’s institutional framework helped boost the strength of the holding’s brands.
Besides the pharmaceutical company, three other brands showed double-digit growth that deserve mention: Porto (14%), PagBank (formerly PagSeguro) (13%), and Nubank (12%). On the other hand, Renner (-11%), Havaianas (-11%), and Natura (-8%) experienced the most significant declines.
Growth Factors
In a year marked by enormous challenges, growth became even more difficult. Factors such as Empathy, Agility, and Trust were crucial for generating superior results. “The highest growth in this edition came from brands that built a genuine and constant dialogue with their audiences, showed a real commitment to causes relevant to society, going far beyond their product or service, and consequently achieved excellent financial performances,” explains Beto Guimarães de Almeida, Interbrand’s Brazil CEO.
Finally, it is worth noting that the top five brands in the ranking represent 75% of the total table value. The main categories in the ranking are: financial services (60%), alcoholic beverages (20%), and cosmetics (5%).
Methodology
Best Brazilian Brands is promoted by Interbrand Brazil and has been conducted in Brazil since 2001. The study uses a brand valuation methodology developed in partnership with the London School of Economics, analyzing financial performance, brand perception, and influence among consumers.
This year, the company once again partnered with Provokers to conduct a quantitative survey that supported its Brand Strength analysis. It interviewed 1,000 people, including men and women from across Brazil aged 15 and older, from classes A, B, and C.
