This year’s edition presents an increase in the portfolio’s total value and looks into the secret behind brands that grow in times of economic crisis.
São Paulo, Brazil (December 1, 2016) – Interbrand, the leading global brand consultancy, has announced today the 2016’s Best Brazilian Brands ranking. The official disclosure took place this morning, during an event held at Insper in São Paulo.
The first five positions belong to Itaú, Bradesco, Skol, Brahma, and Banco do Brasil, in this order. Havaianas, Renner, Ipiranga, Bradesco, and Lojas Americanas are recognized as brands that grew most in 2016.
Two brands, CVC and Magazine Luiza, appeared in this year’s edition, coming in at 22nd and 24th on the ranking list. CVC’s the first brand in the travel agency sector to ever join the ranking. Magazine Luiza made a comeback, joining this year’s list ranked at 24.
“This year’s greatest stories have a lot in common and may be divided into two groups: brands that reached out beyond their original markets, and brands that took this as an opportunity to review their strategies from the inside, out. To do so, they sought to understand their consumers on a deeper level and positioned themselves so they could co-create and nurture customer loyalty,” declares Daniella Bianchi, Managing Director at Interbrand São Paulo.
Fifteen out of the 25 brands in the ranking show positive variation in comparison with last year. Seven of these presented a two-digit increase in their brand values: Renner and Havaianas with 17% (the greatest positive variation), Ipiranga with 16%, Bradesco (runner-up) with 15%, Lojas Americanas with 14%, Cielo with 12%, and Bohemia with 10%.
“While the Brazilian economy shrinks, the total value of the 25 most valuable Brazilian brands has increased 5.4% this year. The portfolio, that was worth R$104 billion last year, has now reached R$110 billion, emphasizing the importance of good brand management in times of crisis,” explains André Matias, Strategy Director at Interbrand.
This list was constructed after thoroughly researching over 120 Brazilian brands across all sectors. Best Brazilian Brands is a result of a series of studies that analyzed over 120 Brazilian brands along with financial performances and brand perceptions. In order to make it on the list, a brand must be of national origin and be willing and able to publically present its financial information.