20 Most Valuable Brands in Brazil
Brazil is reportedly one of the first targets of multinational companies that are thinking about global expansion. But what about Brazilian brands? This article will list the most valuable brands of the country currently.
Each year, several consulting companies prepare rankings, trying to define the most valuable brands in Brazil. Criteria are not the same, and neither are the results.
Since there is no consensus on which brand is the most valuable, it is preferable to list the ones that frequently appear on this list. From banks to beer, the selection below was prepared based on the various rankings published in Brazil, bringing an overview of the current situation.
The criteria adopted to set the market value of each company are the financial performance, income, goodwill, and the capacity to make consumers engage with the brand.
1. Skol
Market value, according to Brand Analytics: USD 7.09 billion
Market value, according to Interbrand: BRL 9.34 billion
Segment: Beer
Skol was launched in Europe in 1964, and arrived in Brazil in 1967. It is a property of the danish company Carlsberg. In Brazil, the beer is distributed by AmBev, one of the main companies of the beverage sector, responsible for 51,000 employees.
2. Bradesco
Market value, according to Brand Analytics: USD 4.17 billion
Market value, according to Interbrand: BRL 14.08 billion
Segment: Bank
Bradesco was founded in 1943 in the city of Marília, located in the state of São Paulo. It is one of the biggest Brazilian banks, having more than 103,000 employees. It had a profit of BRL 12.20 billion in 2013.
3. Brahma
Market value, according to Brand Analytics: USD 3.58 billion
Market value, according to Interbrand: BRL 7.20 billion
Segment: Beer
Brahma was founded in 1888, and it is currently sold in more than 30 countries throughout the world. It is one of the most traditional beer brands in the country. In 2000, it fused with Antarctica, forming AmBev, one of the biggest conglomerates of the beverage sector in Latin America.
4. Itaú
Market value, according to Brand Analytics: USD 3.37 billion
Market value, according to Interbrand: BRL 19.24 billion
Segment: Bank
Itaú is the biggest bank of the south hemisphere, since its fusion with Unibanco in 2008. It was founded in 1945, and employs approximately 97,000 people.
5. Petrobras
Market value, according to Brand Analytics: USD 3.25 billion
Market value, according to Interbrand: BRL 8.73 billion
Segment: Energy
Considered as the main company, of which the major shareholder is the Brazilian government, Petrobras was founded in 1953. In 2013, it had a profit of BRL 23.57 billion, and it had a total of almost 82,000 employees by the end of that year.
6. Natura
Market value, according to Brand Analytics: USD 2.23 billion
Market value, according to Interbrand: BRL 7.44 billion
Segment: Cosmetics
Natura was founded in 1969. The products of the brand are sold by consultants in the direct selling format. At the end of 2013, the company had 7,000 employees — which mainly work in the factories — and around 1.6 million consultants. The profit, by the end of that year, was BRL 843 million.
7. Sadia
Market value, according to Brand Analytics: USD 2.46 billion
Market value, according to Interbrand: n/a
Segment: Food
Sadia has existed since 1944 and is a major brand of food in general, from poultry and meat to frozen meals and pizza. Products from the brand are exported to more than 140 countries throughout the world.
8. Antarctica
Market value, according to Brand Analytics: USD 1.14 billion
Market value, according to Interbrand: BRL 3.13 billion
Segment: Beverages
Companhia Antarctica Paulista, along with Brahma, is one of the oldest beverage companies in Brazil that are still active. It was founded in 1885 and produces a very popular Brazilian beverage: Guaraná Antarctica.
9. Ipiranga
Market value, according to Brand Analytics: USD 1.10 billion
Market value, according to Interbrand: BRL 607 million
Segment: Distribution/Retail
Ipiranga is better known for its gas stations, but, it also has businesses in other branches, such as stores and services. It was founded in 1937 and belongs to the holding Group Ultra. In 2013, the net earnings of the brand was BRL 53.38 million, and it finished the year with a little less than 3,000 employees.
10. Bohemia
Market value, according to Brand Analytics: USD 1.10 billion
Market value, according to Interbrand: n/a
Segment: Beer
Bohemia was the first beer ever made in Brazil. It was founded in 1853, bought by Antarctica in 1960, and is currently one of the many AmBev’s brands.
11. Perdigão
Market value, according to Brand Analytics: USD 1.00 billion
Market value, according to Interbrand: n/a
Segment: Food
Together with Sadia, Perdigão is part of the giant holding BRF. Both brands were some of the main representatives of the food sector until their fusion in 2009. Perdigão was created in 1934.
12. Casas Bahia
Market value, according to Brand Analytics: USD 915 million
Market value, according to Interbrand: BRL 993 million
Segment: Retail
Owner of more than 600 stores in 13 states, Casas Bahia is a big seller of home appliances, furniture, and electronics. The company was founded in 1952 and is part of Grupo Pão de Açúcar since 2010. In 2013, Casas Bahia had a gross revenue of BRL 18.82 billion.
13. BTG Pactual
Market value, according to Brand Analytics: USD 896 million
Market value, according to Interbrand: BRL 1.92 billion
Segment: Financial Services
BTG Pactual is one of the main investment banks in Latin America. The company Pactual was founded in 1983. After sales and purchases involving companies like UBS, BTG Pactual was born in 2009. The company had a net revenue of BRL 5.9 billion in 2013.
14. Vale
Market value, according to Brand Analytics: USD 862 million
Market value, according to Interbrand: n/a
Segment: Mining
This company was created by the Brazilian government in 1942 for the extraction of iron in Minas Gerais. It was privatized in 1997, and is currently a joint-stock company. Vale had a gross revenue of BRL 106.2 billion in 2013, and is responsible for almost 120,000 employees.
15. Lojas Americanas
Market value, according to Brand Analytics: USD 845 million
Market value, according to Interbrand: BRL 757 million
Segment: Retail
Lojas Americanas was founded in 1929, and is currently one of the biggest retailers in the country. It has stores operating in 22 of the 26 Brazilian states, with more than 700 units. In 2013, it had a gross revenue of BRL 13.40 billion, and it employs more than 12,000 people.
16. Cielo
Market value, according to Brand Analytics: USD 791 million
Market value, according to Interbrand: BRL 1.17 billion
Segment: Financial Services
Widely known for supplying tools to ease the collection of payments made via debit or credit card, Cielo was created in 1995. The company had a gross revenue of BRL 6.73 billion in 2013.
17. Pão de Açúcar
Market value, according to Brand Analytics: USD 702 million
Market value, according to Interbrand: BRL 347 million
Segment: Retail
Pão de Açúcar can easily figure among the three largest supermarket chains in Brazil. It was founded in 1948, had a gross revenue of BRL 6.26 billion in 2013 and finished that same year with 168 stores.
18. Porto Seguro
Market value, according to Brand Analytics: USD 665 million
Market value, according to Interbrand: BRL 475 million
Segment: Insurance
Working since 1945, Porto Seguro Seguros has currently more than 13,000 employees. The insurance company claims to have more than 6 million customers and over 24,000 brokers. In 2013, the registered gross revenue was BRL 13.5 billion.
19. Extra
Market value, according to Brand Analytics: USD 609
Market value, according to Interbrand: BRL 621 million
Segment: Retail
This brand is owned by the Grupo Pão de Açúcar, which has control of the homonym supermarket chain as well. Extra has three different business models: “mini-markets”, regular supermarkets, and also mega stores. When comparing the sales from all models in 2013, the gross revenue was BRL 19.95 billion.
20. Vivo
Market value, according to Brand Analytics: USD 555 million
Market value, according to Interbrand: BRL 2.63 billion
Segment: Telecommunications
Vivo is one of the Brazilian companies that supply several telecom services, being more recognized in the mobile phone market. It was founded in 2003, after an agreement between Portugal Telecom and Telefónica, and it is currently administered by the latter.
Honorable Mention
The brands below appeared in just one of the rankings, either from Brand Analytics or Interbrand. They are, however, widely known by any Brazilians.
Iguatemi - Shopping Malls
Amil - Health
Embratel - Telecommunications
TOTVS - Technology
Banco do Brasil - Banks
Renner - Retail
Localiza - Vehicle Rentals
Havaianas - Fashion
Magazine Luiza - Retail
Caixa - Banks
Hering - Clothing
Embraer - Aviation
Oi - Telecommunications
Multiplus - Customer Loyalty Program