The research More valuable brands 2025ranking prepared by TM20 in partnership with Brazil Panels and Elos Ayta will be published exclusively by Infomoney. The survey released since 2003 will have, for the first time, with companies not listed on the stock exchange and will be published on November 3rd.
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In recent months, Infoomoney has published the ranking of more valuable brands in the food retail sectors and building materials. The survey is structured based on the brand contribution pillars, brand strength and financial value. “This approach allows companies to understand the real impact of their brands on economic results and manage their growth more effectively,” says TM20 Branding CEO ,.
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InfoMoney CEO Matheus Lombardi highlights the partnership for publication of the ranking as a milestone that reinforces the influence and credibility of the platform as the country’s main source of business and finance information.
“This is a reference study, which values companies that shape the present and the future of the Brazilian economy. We celebrate the partnership with TM20, which brings the robust methodological and confidence necessary to offer the market a precise portrait of the most influential brands in Brazil,” says Matheus Lombardi.
Caixa, Unimed, Sicoob, Globo and BH Supermarkets are just some of the examples of closed capital companies that could be evaluated this year. The companies of closed capital will be included with sufficient public information to be evaluated.
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Evaluated attributes and methodology
Brand contribution is measured by analyzing its importance and differentials in attributes as better quality, a brand in which the consumer trusts the most, perception of innovation and technology and price.
In the case of brand force, its influence is evaluated in different stages of the relationship with the consumer. The interviewee is asked about the first brand remembered for a certain category of products or services – without offering options -, more recognized brand when options are presented, which are considered for purchases, which brand the consumer has already bought or currently use, where he deposits more confidence, what is his preference, which brands recommends or avoid any of them.
The financial value is determined by combining the results of contribution and brand strength with financial parameters of the company. Market value, equity and integration of other metrics are consolidated to reach a final value of the indicator.
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For this year’s edition more than 20,000 people were heard with reading segmented by regions. The new approach gives greater capillarity to market research, surpassing the limitation of previous studies that focused on large capital and considering the significant variety of consumer habits by regions.
“Since 2003, we have published brand value rankings with the objective of tangible to the market the financial value of this asset [marca]using public financial information, with a survey by Elos Ayta, led by Einar Rivero, and independent research conducted by TM20 and Brazil Panels, led by Claudio Vasques, with external strategic audiences, ”says Tomiya.
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All brands included in the research must have Brazilian origin and/or relevance of acting in the national market. There is no direct contact with the evaluated companies, nor use of privileged information.
The ranking of more valuable brands
Tomiya has a degree in Production Engineering from Poly-USP and author of the book Value of Branding, published by Senac Publishing. The head of the study since its first edition has developed more than 500 brands evaluation projects throughout his career and was the technical responsible of each of them.
In 2024, Nubank () led the list, with a mark value of $ 26.446 billion. Free Market (), Itaú (), Vivo () and XP finish the top 5.
