Itaú leads the ranking of the most valuable Brazilian brands in 2021

The month of December is definitely marked by reports that give us an overview of the year that is “packing its bags” and we can already know which are the most valuable Brazilian brands of 2021. A study by Interbrands, a brand consulting firm that serves brands around the world and has 15 offices around the globe, including São Paulo.

The big highlight was on behalf of the bank Itaú, which has a market value of over R$40 billion. The financial institution remains at the top of the list in relation to the year 2020 and there were not many changes in the top 10 positions last year. Understand details that allowed the study to be developed and how brands still needed to transform in 2021.

How were the most valuable Brazilian brands of 2021 chosen?

When defining which companies will be defined as the most valuable Brazilian brands of 2021, Interbrand takes five factors into consideration. The major analysis is focused on necessarily giving space to brands that have Brazilian origins. But other points are also analyzed. Are they:

1. The company must be of Brazilian origin;
2. All financial data must be public;
3. Individual results must be published (several brands cannot be considered one, despite being part of a conglomerate);
4. The company needs to generate positive economic profit;
5. The final strength index needs above 50.

Brand strength is measured with three pillars that have 10 attributes each, generating a score at the end of the analysis of companies that are ranked to enter the 2021 Most Valuable Brands Study. Interbrand mentioned that it is not possible for a company to apply to enter the study, so a more general review is carried out and the bottleneck is carried out according to the appropriate criteria. It is also known that building brand dynamics was the main criterion for choosing this year's ranking.

Itaú tops the list for the second year in a row

Overall, 25 brands are part of the study that analyzes all the points mentioned above. The big news was the Clear, which made its debut at number 14 on the overall list. Before that, the brand was not within the requirements due to having several divisions. But now, it has made its debut in the 2021 Most Valuable Brands ranking. Hering, from the clothing sector, also made its debut, but in 25th position. Check the general ranking and the respective values ​​of each one:

1. Itaú – BRL 40,5 billion (+8%);
2. Bradesco – BRL 27,5 billion (+5%);
3. Skol – BRL 18,8 billion (+7%);
4. Brahma – BRL 12,7 billion (+6%);
5. Nature – BRL 10,2 billion (+5%);
6. Bank of Brazil – BRL 9,8 billion (+3%);
7. Petrobras – BRL 3,2 billion (+3%);
8. Magazine Luiza – BRL 2,9 billion (+66%);
9. Living – BRL 2,8 billion (+5%);
10. Americans – BRL 1,7 billion (+25%);
11. XP investments R$1.774 billion (+5%);
12. Renner R$1.747 billion (12%);
13. Ipiranga gas station R$1,160 billion (+%1);
14. Clear R$ 1.080 billion (New to the list);
15. Heaven R$ 1.067 billion (-4%);
16. Drugsail R$1.057 billion (+6%);
17. Porto Seguro R$883 million (+3%);
18. Hawaiian Islands R$860 million (+16%);
19. Bahia Houses R$706 million (+2%);
20. assai R$654 million (13%);
21. wholesale 608 million (+9%);
22. PagSeguro R$570 million (+5%);
23. South America R$564 million (+3%);
24. Finds R$551 million (+4%);
25. Hering 520 million (New to the list).

The great challenge for brands was to adapt to the well-known “new normal” that so many people talk about. It was necessary to relearn how to work in some sectors, as well as to start acting according to what the health agencies indicate. Another great highlight of the list of most valuable brands of 2021 was precisely the minimum value of the last position was R $ million 520, as you noticed. It's getting harder and harder to get on the list.

In a total sum, all the brands that are on the list are worth R$ 144.707 billion, an increase of 7% in relation to last year's study. It is known that retail was the sector that presented the highest profit between 2020 and 2021, with a growth of 38%.

Closing the curiosities about the most valuable Brazilian brands of 2021, Magazine Luiza is the company that grew the most in the last 4 years: it registered a growth of 292% in this period. Americanas is also 175% bigger after the merger of brands and is now recognized as a unique company that is close to the customer.

New performance arenas

One of the highlights of the study of the most valuable Brazilian brands in 2021 was the arenas. These are more open fields of action for companies and they usually happen due to a market strategy to increase profit and, of course, market share. An example of this phenomenon was the Interbank, which despite being a financial institution, now has a marketplace that has already generated a profit of R$ 2 billion for the bank.

Another company that started to operate in a market that is not its main focus is the iFood, which now has a benefits program that increased the total number of users by 400%. THE Living it even launched an education program that benefits 65 million customers. Companies are focused on gaining greater market share through actions that are not taken by their competitors.

“A new perspective that is dynamic and broader is important, and consumers are seeing brands more than (product) categories. The main threats are likely outside of industries.”

Rodrigo Marques, Executive Director of Interbrand São Paulo

What does this study teach CEOs?

In fact, we are undergoing a major transformation and only the brands that have adapted to this have survived the last two years. The presentation of the study of the most valuable Brazilian brands in 2021 was also attended by two executives: Raymundo Barros, Executive Director of Strategy and Technology at Globe, and Jerome Calder, CEO of LATAM Airlines Brazil.

The two talked about this moment of work in the pandemic of COVID-19. Both agreed that brands need to do more than just sell.

“19 months ago, we had little insight into the crisis. It was very complicated, but entering a new arena was essential for us to continue acting. We realized that despite all the advances, more needed to be done. So, we developed a plan to improve in several aspects: climate, environment, diversity, etc. All ready so that in the event of a new crisis, the aviation sector is seen as an important point for society.”

Jerome Calder, CEO of LATAM Airlines Brazil.

In fact, the pandemic COVID-19 made all companies ready for a new moment like this. THE Globe, the largest television channel in Brazil, has been an important partner for brands to carry out this image repositioning. But there were also internal changes.

“The very transformation of the market provoked a new action in Globo, as well as in other companies. We were looking for efficiency.”

Raymundo Barros, Executive Director of Strategy and Technology at Globe

A Interbrand highlighted that leaders can have five priorities from 2022:

1. See profit as a resource for change;
2. Choose battles instead of tackling all the problems at once;
3. Think in arenas, not sectors;
4. A determination of success measurement needs to be made;
5. Companies need to make real moves, not campaigns.

What did you think of the study of the most valuable Brazilian brands of 2021? Did you miss something you are a customer of? Tell us in the comments!

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Source: Interbrand