In the panel “The Value of Brands in Brazil”, branding experts and executive directors of large companies discussed the main pillars for construction and measurement of the value of a brand in the Brazilian contexthighlighting the complexity and cultural richness that influence this process.
The debate took place during the ceremony of Award The Most Valuable Brands in Brazil 2025, promoted by InfoMoneythis Monday (3), at ESPM (Escola Superior de Advertising e Marketing), in São Paulo (SP).
The CEO of TM20 Branding, Eduardo Tomiya, the CEO of Brazil Panels, Claudio Vasques, the CEO of Elos Ayta Consultoria, Einar Rivero, and the global brand manager of Grupo Tigre, Carla Fontão Gonçalves, participated; mediated by journalist Malu Dourado.
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The award, which, for the first time, has the InfoMoney as an official partner in publishing the ranking, it measures how much the strength of a Brazilian brand is worth. The evaluation is carried out by the consultancy firm TM20 Branding, in partnership with Brazil Panels and Elos Ayta.
Brand value in Brazil
Einar Rivero, from Elos Ayta, handled technical aspects of value construction of a brand. According to him, a company’s market value is a reflection of four financial pillars: return on equity, shareholder remuneration, share volatility and effective communication of data to the market.
Furthermore, Rivero defended the importance of adapt the language for different profiles so that company results are understood and valued.
“In the financial market, there are two large audiences: institutional and individual. It is not possible to communicate in the same way with these two groups; each requires a specific language”, he said.
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For Eduardo Tomiya, from TM20, the value of a brand is rooted in the country’s culture, a dynamic and not fixed process, which evolves along with the temporal context.
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“Brazil is actually several ‘Brazils’. Many people look at Faria Lima’s Brazil, but Brazil is happening in the interior,” he stated.
According to Tomiya, brands that previously could not even imagine appearing in rankings are now emerging with strength, as they have enormous local power. For him, this diversity makes Brazil especially relevant and requires multinationals to have “glocal” operations, that is, global campaigns with local characteristics.
Carla Fontão, from Tigre, agrees with him. According to her, Brazilians, although increasingly rational, remain very passionate, which makes the market very receptive and authentic, highlighting the need for regionalized communicationas Brazil is not homogeneous.
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“Brazilians are extremely passionate, which can be a positive point, because when something makes sense and is genuine, people get involved and make the brand grow together. Brazilians are also diverse, so it is not possible to make decisions just centrally, from the top of Faria Lima, without listening to all parties”, he stated.
According to Claudio Vasques, from Brazil Panels, at the end of the day, brands are dealing with people, and this requires them to understand the differences and characteristics of each region of the country, including understanding the difficulties in obtaining consumption data for each of them.
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“While some areas, such as the south of the country, are fully digitally connected, other regions, such as the North, face greater challenges in this connectivity. So we have to adapt to carry out this collection part and be done in a very specific way in each of the regions”, he said.
