The wide presence between classes B and C was one of the reasons that guaranteed MRV Engenharia () leadership in the ranking of the most valuable brands in construction prepared by TM20 Branding in partnership with InfoMoney. According to the study, the company has R$5.16 billion in brand value and is followed by Cury Construtora () and Direcional Engenharia () at the top of the list.
“In a survey carried out with the Brazilian population, predominantly from classes B and C, the MRV brand stands out as the most valuable because it connects excellent growth expectations with a very strong brand perception among this public”, assesses the CEO of TM20 Branding, Eduarto Tomiya. “This value would tend to be even higher if interest rates decreased, as it is clear that this segment as a whole has been impacted by them”, he states.
The study evaluates the financial value and strength of brands in the construction sector based on a methodology that combines brand perception and performance indicators — collected by Brazil Panels — with financial and market data collected by Elos Ayta, in accordance with international standards ISO 10668 and ISO 20671.
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In addition to MRV, four other construction companies had their brand values calculated. The study reveals Cury with R$3.41 billion in value, Direcional with R$2.48 billion, Cyrela () with R$2.19 billion and Tenda (), R$1.02 billion.
“This ranking reflects what consumers and investors perceive in the sector: brands with purpose, trust and delivery are those that truly sustain value in the long term”, adds Einar Rivero, founder of Elos Ayta.
To the InfoMoneyMRV’s CMO, Aléxia Duffles, attributed the result to the consistent strengthening of the company’s reputation over 40 years based on a tripod of purpose, trust and innovation. “The company has consolidated a presence that transcends the construction sector: today, one in every 120 Brazilians lives in an MRV property, which represents more than 550 thousand keys delivered across the country”, he says.
According to the executive, MRV is evolving from a popular brand, recognized for its reach and accessibility, to a “’pop’ brand, which combines rationality and emotion, functionality and purpose”. Actions in TV Globo soap operas and the reality show Big Brother are some signs of this new phase, in which the company seeks to reinforce the journey of buying a home as a symbol of effort and achievement.
“This ranking reflects what consumers and investors perceive in the sector: brands with purpose, trust and delivery are those that really sustain value in the long term”, points out the founder of Elos Ayta, Einar Rivero.
Companies such as MRV and Direcional highlight investments in innovation as catalysts for their recent results. “In recent years, the company has invested heavily in innovation, industrialization of processes, business intelligence and professional training,” said Direcional CEO, Ricardo Gontijo, to InfoMoney.
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“Being among the Most Valuable Brands in the sector is a recognition that reflects Direcional’s consistency in its business model that combines our purpose with solidity, operational efficiency and results”, says Gontijo. “This performance is the result of the trust built over the years with a genuine commitment to democratizing access to quality housing, growing sustainably and generating value for our customers, employees and shareholders.”
Among the priorities in the marketing area, companies highlight the digital channel as one of the main focuses. At MRV, an artificial intelligence project uses virtual agents to more deeply understand customer profiles and preferences. “This innovation was accelerated based on the results obtained in highly visible campaigns, such as Big Brother Brasil, which boosted the volume of digital services from 400 thousand to 800 thousand in a single year”, says Duffles.
Gontijo says that Direcional is evolving in digital channels, data, strategic partnerships and highlighting real stories of transformation through customers and employees. “More than presence, we seek to generate identification, offer commercial opportunities and show that, behind each delivery, there is a commitment to contributing to the realization of one of life’s biggest dreams, which is owning your own home”, he says.
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The methodology for ranking the Most Valuable Brands in Construction considers three main dimensions: financial performance, with growth, profitability and profitability data prepared by Elos Ayta; brand strength being the perception and reputation among consumers and stakeholders, determined by Brazil Panels; and brand impact, the brand’s contribution to the purchase decision and loyalty in a model developed by TM20 Branding.
Most Valuable Brands 2025
The search Most Valuable Brands 2025ranking prepared by TM20 in partnership with Brazil Panels and Elos Ayta will now be published exclusively by InfoMoney this year.
The survey released since 2003 will, for the first time, include companies not listed on the Stock Exchange.
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The winning companies in sectoral categories, the Strongest Brand in Brazil and the Most Valuable Brand in Brazil will be recognized at an awards ceremony on November 3rd, in São Paulo. THE InfoMoney will provide complete coverage of the event.
