Who are the brands that most managed to transform reputation into market value in Brazil?
The answer begins to be revealed this Monday (3), during the ceremony of The Most Valuable Brands in Brazil Award 2025 which, for the first time, has the InfoMoney as an official partner in publishing the ranking.
The award measures how much the strength of a Brazilian brand is worth. And more than numbers, the ranking shows how confidence, insight and purpose can translate into billions of reais in valueand why this intangible heritage has become a strategic asset for the market and investors.
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When the brand speaks louder than the balance sheet
Brand evaluation is carried out by the consultancy TM20 Brandingin partnership with Brazil Panels e Elos Aytabased on three pillars:
- brand contribution;
- brand strength;
- financial value.
The methodology combines market data, economic performance and the perception of thousands of consumers. It is worth knowing that more than 20 thousand people were interviewed in all regions of the country.
The objective, therefore, is to measure how much a brand influences purchasing decisions, consumer preferences and even the value of a company on the stock market. It is the practical translation of the maxim that “brand is the most valuable asset of a business”.
New reach
From this year onwards, the ranking will be officially published by InfoMoneyexpanding the reach of the award and connecting the universe of branding to that of the financial market.
The partnership reflects a global trend: investors and executives began to see brand value as solidity and growth potential indicatornot just marketing.
For Matheus Lombardi, CEO of InfoMoney, this award helps the market understand that brand and reputation are much more than marketing, they are real assets that generate value for business.
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“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”
In addition to the main ranking, the award recognizes leaders in different sectors, such as financial institutions, technology, retail, health and construction, and reveals which companies managed to gain space in the minds and hearts of Brazilians.
Importance of the Most Valuable Brands in Brazil award
The TM20 study shows that brands with a high level of trust and a good reputation achieve greater loyalty and generate superior returns in the long term.
The analysis reinforces that, in a competitive market, brand value is the link between intangibles and financial results. A metric increasingly monitored by analysts and investors. “This approach allows companies to understand the real impact of their brands on economic results and manage their growth more effectively”, says Edutardo TomiyaCEO da TM20 Branding.
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For the consumer, the award is a sign of trust. “It shows which brands deliver real value – not just in products, but in experience, ethics and consistency. It’s a reminder that trust is built on a daily basis, and that companies that take care of their reputation also take better care of people”, comments Lombardi.
Ceremony and publicity
During this Monday’s ceremony, the winning brands of the 2025 edition will be announced. Including the title of most valuable brand in Brazil. Complete coverage, with the general ranking and highlights by sector, will be published in real time on the InfoMoney portal.
