Tiger, of hydraulic materials, is the most valuable construction materials in Brazil, according to ranking elaborated in, together with Brazil Panels and Elos Ayta. Suvinil, a brand sold by BASF to Sherwin-Williams in Brazil, occupies the second position.
“This is a industry with tradition in Branding. Tiger, for example, has transcended its original category and has become synonymous with quality in construction. Our research shows emotional attributes as leader, agile, traditional and efficient, with widely distributed knowledge between regions,” explains TM20 Branding CEO Eduardo Tomiya.
Tigre Group President Luis Felipe Dau attributes the result to a consistent strategy of brand strengthening based on three fundamental pillars: purpose innovation, proximity to the public and social and environmental responsibility.
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“Tiger has always been a mark close to people, and this bond is an essential part of our strength. Being present in the construction sites and in Brazilian homes for decades has generated a level of genuine identification with the consumer,” said Dau. He highlights the company’s iconic campaigns, such as “says it’s work is tiger” for building an emotional connection between public and company.
Dau points to social and environmental impact initiatives as a way of giving the brand’s strength concrete. The company has developed modular and decentralized sewage treatment solutions through the tiger water and effluents that allow high efficiency without generation of iodine, odor or noise.
Suvinil, second in the ranking, is among the assets of the decorative paint business sold by BASF to Sherwin-Williams in a business in March. The transaction, structured as an action agreement, also includes Demarchi factories in São Bernardo do Campo/SP and Jaboatão dos Guararapes/PE, related contracts and the Glasu!
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According to Tomiya the research noted that the Suvinil brand has a rare combination between sophistication and innovation. The model’s brand perception part was developed based on market research conducted by Brazil Panels, with 600 interviewed in each of the five regions of Brazil. “Our internet panels have more than 3.5 million registered Brazilians, allowing you to identify purchase decision makers and renovations,” says Claudio Vasques, CEO of Brazil Panels.
“In an increasingly dynamic market, Suvinil maintains a commitment to be present throughout Brazil, as well as developing new products and tools until relationship initiatives for our entire ecosystem,” Renato Firmao’s director of marketing, told Marketing Director, told the director of marketing director. Infomoney. “We continue to invest in multiplatform communication, portfolio expansion and strengthening the bonds with painters, retailers, architects and consumers, ensuring that the brand evolves in a sustainable way.”
The study uses the economic use methodology, recognized by the ISO 10668 and ISO 20671 international standards, aimed at quantifying the brand value. “This methodology assumes that the market evaluates companies based on expectations of future profits. Subtracting the tangible assets of the company’s value, the value of intangible assets are obtained-the so-called surplus value in relation to accounting value,” explains Tomiya.
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You can check out the full list here. Below, see the first five ranking positions and the values of your brands.
| Mark | Brand value |
| Tigre | R $ 4.14 billion |
| Suvinyl | R $ 1.92 billion |
| Deca | R $ 1.86 billion |
| Amanco Wavin | R $ 1.85 billion |
| Coral | R $ 1.77 billion |
