On the day November 3a TM20 Branding and the InfoMoney presented the new ranking of 50 Most Valuable Brazilian Brandsat an event held at ESPM, in São Paulo.
The study, developed according to the guidelines of the international standard ISO 10668evaluates the financial value of brands through economic and financial analyzes and extensive market research that measures perception, strength and the brand’s real contribution to the business.
The research was in partnership with Brazil Panels and from Elos Aytaunder the technical responsibility of TM20 Branding. They were evaluated 26 categories e 480 brandswith financial data from open and closed companies, representing the entire national territory.
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What is a strong brand?
In the TM20 Branding methodology, a strong brand is not just one that is known or remembered when stimulated in the category.
Knowledge is just the beginning. To be effectively strong, the brand needs to build relationship bondsbecoming: considered by the consumer, an effective purchasing option, preferred in the category, recognized by trust, generating loyalty, and spontaneously recommended, in addition to showing low rejection.
How we measure brand strength
In the ranking of strongest brands, all these attributes are analyzed in 26 categoriescomparing the performance of each brand with its main competitors. The result is a real X-ray of brand health — and also the competitive health of the market.
For each of the 480 brands searched by Brazil Panels, a Strength Indicator (0 to 100)which consolidates the complete performance in image, relationship and preference.
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The 5 strongest brands in Brazil
| Position | Mark | Brand Strength |
|---|---|---|
| 1 | Caixa Econômica Federal | 98,6 |
| 2 | Tramontina | 97,8 |
| 3 | Unimed | 97,7 |
| 4 | Tigre | 97,3 |
| 5 | Atacadão | 96,8 |
Caixa Econômica Federal in first position can be explained by a series of factors. The advancement of banking, driven by PIX and the high degree of digitalization of the financial system, added to the demand for trust, partnership and solidity, made Caixa a widely known brand with a very loyal audience.
An important point is its low rejection, reflecting a brand experience that goes beyond the benefits of being a public institution.
