Interbrand releases 2018 Best Brazilian Brands, complemented by the Age of I study

São Paulo, Brazil (November 22, 2018) – Interbrand, a global brand consultancy, releases the 2018 ranking of Best Brazilian Brands. The official announcement took place last night (21) during an event at Cubo Itaú, in the city of São Paulo.

The top five positions continue to be occupied by brands from the financial and beer industries, represented by Itaú, Bradesco, Skol, Brahma and Banco do Brasil, as in the last six years. This year, a new brand joined the ranking: Assaí (wholesale, cash and carry stores), holding the 23rd position, with a value of R$ 459 million.

Fifteen of the 25 brands displayed a positive variation in comparison with the previous year. Out of these, four of them stood out and increased their brand values in two percentage digits, when compared to 2017: Magazine Luiza, at 50%, achieving the most significant growth since 2013; CVC, at 21%; Porto Seguro, at 12%; and Localiza, at 10%.

The total value of the portfolio that makes up the 2018 edition of the ranking expanded 2.7%, reaching the R$ 120 billion milestone. When considering the 25 brands ranked, nine of them lost value. In this landscape, the top-ranking brands stepped up and became more powerful, with the top 5 adding up to 75.8% of the total value of the table, compared to 75.3% of last year.

In the last three years, Brazil has withstood a crisis with damage that extended far beyond the economic arena, as Daniella Bianchi, Managing Director of Interbrand São Paulo explains. Individuals’ loss of trust in the system has hit the corporate world since the reputation of a few companies was being scrutinized. The big brands on deck in this edition of the ranking depict cases of overwhelming breakthrough from this scenario and establish that, in fact, the challenge has now shifted. “Along with delivering customized products and services, winning brands are deeply aware of how their customers behave and are driven by the desire to be useful, to create products and services that truly address people’s daily routine. They indicate the fact that we must be prepared to tackle the future and make “iconic” and short-term moves in response to the needs of an increasingly demanding consumer,” Bianchi commented.

In a panorama that combines fierce competition, strangled personal budget, and observant consumers, battling for choice is a matter of survival. On one hand, decisions are rationally based and are grounded by value for money.  On the other hand, the economic crisis grants an opportunity for brands that have previously sealed an emotional bond with consumers.

“In the 2018 Ranking we see a more stable scenario. That is the reason why the main highlights and growth narratives acquire additional importance. This year’s winning brands understand consumers’ current circumstances and accommodate their offer at a time of economic restraint, set the pace of their categories and move away from direct competitors. They measure up their responses to increasingly demanding levels of consumption and are able to coexist on multiple platforms,” explains André Matias, Head of Brand Strategy and Valuation at Interbrand São Paulo.

This year’s ranking is complemented by the study The Age of I, which unveils the current trends in personal branding. “It’s not something new; however, personal branding has never been closer to the corporate world. In fact, many brands take up the name of their founders, as is the case of the brand with the highest growth: Magazine Luiza, founded by Luiza Trajano, an icon of organic and historic brand building. To some extent, it can be said that branding flourishes out of personal branding,” concludes Bianchi.

To access the ranking of the “Best Brazilian Brands 2018” and the study “The Age of I,” go to:

The entire ranking of the Best Brazilian Brands 2018 (figures in R$ million):


If a brand wishes to be selected to be on the list of Most Valuable Brazilian Brands, there are two requirements to be met; it should have domestic origin and its financial information shall be widely disclosed. It is not required for the company to be publicly traded; however, it is critical that there is sufficient financial data openly available.

Based on an exclusive and certified Brand Valuation methodology, developed in 1988 in partnership with the London Business School, the Best Brazilian Brands Ranking exists since 2001 and is the result of studies that analyze and interweave financial performance, perception and the influence of brands on consumers.

In partnership with Provokers, a survey was carried out throughout Brazil which encompassed more than 1,000 respondents and 100 brands, showing the outlook of the current scenario, combined with positive and negative impressions of different brands in various segments.