Reputation and brand value are increasingly strategic assets in the corporate world. And it is precisely to measure this intangible capital, but of enormous weight in business, that there is the “The Most Valuable Brands in Brazil” Awardone of the most respected surveys on branding and brand value in the country.
From 2025, , consultancy specializing in brand evaluation and management, in addition to collaborators Brazil Panels e Elos Ayta.
In fact, the winners will be announced in São Paulo (SP), on 11/3. “This is a reference study, which values companies that shape the present and future of the Brazilian economy”, explains Matheus Lombardi, CEO of InfoMoney.
What the ‘The Most Valuable Brands in Brazil’ award reveals about the market
According to Lombardi, the initiative reinforces the portal’s mission of connecting the financial market and the corporate world through highly credible data and analysis.
“We celebrate the partnership with TM20, which brings the methodological robustness and confidence necessary to offer the market an accurate portrait of the impact of Brazil’s most influential brands”
And by combining financial analysis and brand perception, the “The Most Valuable Brands in Brazil” Award offers an accurate reading of how companies create value beyond accounting numbers.
With the InfoMoney As the official home of the ranking, the study gains greater visibility among executives, investors and financial market leaders.
More than a list of leaders, the award is a thermometer on the strength of brands in the Brazilian business ecosystemshowing how reputation, innovation and purpose are reflected in concrete results.
Methodology: how the award calculates the value of brands
Unlike popularity polls, the “The Most Valuable Brands in Brazil” ranking is based on objective financial and marketing criteriaaligned with international valuation standards.
A TM20 uses a methodology that combines three fundamental pillars: brand contribution, brand strength e financial value of the brand.
“This approach allows companies to understand the real impact of their brands on economic results and manage their growth more effectively”, explains Eduardo Tomiya, CEO of TM20 Branding.
The three pillars of the ranking
- Brand contribution: measures attributes such as perceived quality, trust, innovation and price perception.
- Brand Strength: evaluates the impact of the brand throughout the consumer journey, from spontaneous recall to recommendation.
- Financial value of the brand: results from the combination of the two previous factors with financial indicators, such as market value and net worth.
This methodology, then, seeks to translate how much a brand effectively contributes to the economic performance of companies.
“Since 2003, we have published brand value rankings with the aim of making the financial value of this asset tangible to the market”
Structure and scope of the ranking
The survey is divided by sectors – such as retail, construction, healthcare, energy and technology – and also includes a general ranking with the most valuable brands in the country.
In this edition, there were heard more than 20 thousand people in different regions of Brazil, expanding the representativeness of the sample. And for the first time, privately held companies were also able to participate, as long as they had sufficient public information for financial and marketing evaluation.
In 2024, Nubank () occupied the top of the ranking, with an estimated brand value of US$26.4 billion. Next come Mercado Livre (), Itaú (), Vivo () and XP, which complete the top 5.
