Brazil’s giants: Discover the 50 most valuable brands in 2025

This Monday (3), the Prize The Most Valuable Brands in Brazil 2025promoted, for the first time, by InfoMoneyin partnership with TM20 Branding, Brazil Panels e Elos Ayta released the ranking with the 50 best performers this year.

The event, held at ESPM, in São Paulohighlighted companies that transform reputation and trust into economic assets, based on a methodology that combines financial performance and consumer perception.

At the top of the ranking of most valuable brandstwo financial institutions remained: Nubank led, with brand value calculated at R$ 214.76 billion, followed by Itaúwith R$76.41 billion.

Then there are Vivowith a value of R$50.09 billion; Security Fund (R$ 30.43 billion) and School (R$ 17.19 billion).

Meanwhile, in terms of brand strength, a Box led. Below, check out the complete ranking.

How the value of brands is calculated

According to Eduardo Tomiya, CEO of TM20 Branding, the study follows the guidelines of ISO 10668 standarda global reference in brand evaluation. “The research assesses the financial value of brands based on financial analyzes and market research that measures the brand’s perception, strength and contribution to the business”, he explains.

The study, which was conducted by TM20 Brandingwith financial analyzes of the Elos Ayta and market research for Brazil Panelsevaluated 208 brands in 26 categoriesmeasuring both financial indicators and brand attributes such as trust, preference, knowledge and rejection.

Below, you can see the categories with the winners and also the strongest brand ea most valuable brand in Brazil.

Food retail: Assaí

Didn’t win first place most valuable brand in the segmentcom value of R$ 12.18 billion.

The chain stood out for its strong expansion, economies of scale and consolidation in different regions of the country, maintaining a clear value proposition: competitive price, simple shopping experience and positive perception among consumers and investors.

Construction materials: Tiger

Among them, she maintained her leadership and was consecrated as the most valuable brand in the sector in 2025.

The research showed that brand performance reflects national recognition, longevity e strong emotional bond with the professional public and final consumer. With almost eight decades of history, Tigre symbolizes solidity and trust in a competitive and reputation-sensitive market.

Civil construction: MRV Engenharia

A, with brand value estimated at R$5.16 billion.

A reference in affordable housing and innovation in the real estate segment, the company was recognized for uniting operational scale, brand recognition and financial strength. A combination that reinforces its position among the most admired in the sector.

Hospitals: Rede D’Or São Luiz

Didn’t win the title most valuable brand among hospitalscom value of R$ 1.58 billion.

The study highlights that performance is driven by its consolidated reputation for medical excellence, trust and innovation in care. Factors that strengthen the institution’s image among patients and healthcare professionals.

Laboratories: Fleury Group

In a private healthcare market increasingly driven by image and reputation, .

Com estimated value of R$1.42 billionFleury Medicina e Saúde occupies the top of the ranking, reflecting decades of consolidation, national expansion and strategic brand integrationsuch as the merger with Hermes Pardini.

Among the factors that boosted the result are the presence in 14 stateswith more than 200 unitsa longevity of almost a century and the premium brand positioning.

Strongest brand: Caixa

While the brand value ranking measures the direct financial impact of brands on their business, the indicator of brand strength evaluates how much these companies are admired, remembered and preferred by consumers.

For this reason, .

“We know the strength of the brand Boxin aiding government programs, in strengthening savings in Brazil. It is a very important year, in which Box has received several recognitions, such as Strongest Brand. It is a very special recognition. I am very happy and very grateful for this moment,” he said. Carlos Antônio Vieira Fernandespresident Boxduring the ceremony.

Most valuable brand in Brazil: Nubank

Purple rose to the top. With estimated value of R$214.76 billionsurpassing names like Itaú (R$76.41 billion) and Vivo (R$50.09 billion).

According to TM20 Branding, Nubank combines consistent financial results com extremely positive brand perceptionreflecting attributes such as innovation, ease of use, trust and absence of bureaucracy.

“I am very honored to receive on behalf of the Nubank this award. We are a company with just over 9 thousand employees, working with a lot of love to win the hearts and respect of our customers,” he said. Tiago Larahead de brand excellence do Nubankduring the ceremony.

Reflecting a new era of value

More than financial results, the Award winners The Most Valuable Brands in Brazil 2025 represent companies that have achieved convert perception into value to the transformer trust, empathy and purpose into sustainable competitive advantage.

For investors and managers, the ranking offers a strategic reading of the most intangible asset – and perhaps the most powerful – of all: the brand.

To Matheus Lombardi, CEO of InfoMoneythis award helps the market understand that brand and reputation are much more than marketing, they are real assets that generate value for business.

“When a company gains trust, this is reflected in its results, customer engagement and the strength of its culture. It is a recognition that encourages the market to invest more seriously in reputation, transparency and purpose”, says Lombardi.

The 50 most valuable brands in Brazil in 2025

Below, the complete ranking prepared by TM20 Branding e InfoMoneywith the 50 highest-valued Brazilian brands in 2025, considering all categories evaluated.