TM20 Branding conducted, exclusively for InfoMoney, a national survey with 200 interviewees to assess the reputation of the main business groups operating in Brazil. Data collection was carried out by Brazil Panels.
The study consolidates different metrics into a proprietary index of brand strength (0 to 100)based on the evaluation stimulated by the main business groups in the country. This research is part of the Ranking of the Most Valuable Brands in Brazil, to be published in 2026.
The central point is clear: the brand strength of business groups is the synthesis between presence, trust and the ability to generate recommendations.
How we measure the brand strength of business groups
Brand strength was built from an integrated set of dimensions:
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- presence and awareness (first mention, knowledge, familiarity)
- Consideration and relationship (consideration, favorability)
- Trust and reputation (trust, sustainability)
- Advocacy and reputational risk (recommendation and rejection)
Together, these indicators capture the brand’s ability to:
- be remembered
- be chosen
- be trustworthy
- be recommended
The 5 strongest brands in Brazil
Natura (90/100) — purpose as a value strategy
Natura leads with a clear and consistent proposal: a brand built on sustainability, innovation and human connection.
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- Excellence in trust
- Recommendation and sustainability
- Low rejection
- Strong consideration
Its strength is directly linked to the group’s positioning: ESG not as a speech, but as a business model.
Caixa Econômica Federal (85/100) — trust via social inclusion
Caixa builds its reputation in a distinct territory:
- Maximum confidence (10.0)
- Very high familiarity and presence
- Strong recommendation
Its positioning is clear: a brand of access and financial inclusion. Reputation derives less from competitive differentiation and more from social relevance and everyday presence.
Itaú Unibanco (76/100) — excellence and performance
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Itaú presents high performance in the main drivers: high trust, familiarity and favorability. But with a critical point: significantly high rejection.
This reflects a positioning based on performance, sophistication and market leadership.
Result:
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- strong among customers and admirers
- most contested outside this core
4th Grupo Boticário (74/100) — strong branding
Grupo Boticário presents good indicators in:
- Consideration
- Sustainability
The group has built a solid positioning in beauty, innovation and emotional branding.
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However, the data indicates room for evolution in:
- Trust
- Reputational consistency
5th Petrobras (72/100) — scale
Petrobras leads in terms of presence:
- Top of mind absoluto (10,0)
- High level of knowledge
But it presents weaknesses in terms of recommendation and perceived sustainability. Its positioning is clear: a strategic company, of large scale and economic relevance. The main challenge is structural: transforming visibility into trust.
What makes leaders different?
The analysis reveals three central patterns:
- Trust is the main asset
All leading brands perform highly on trust. It is the main driver of brand strength.
- Consistent positioning generates reputation
Nature → purpose
Box → inclusion
Itaú → performance
Boticário → branding
Petrobras → scale
Brands that align positioning and delivery build more value.
- Knowledge without a link does not sustain reputation
Presence without trust does not generate brand strength.
Detailed results
| Nature | Box | Itaú | Apothecary | Petrobras | |
| First mention | 7 | 6 | 6 | 6 | 10 |
| Knowledge | 8 | 8 | 8 | 6 | 8 |
| Consideration | 10 | 9 | 9 | 8 | 8 |
| Familiarity | 8 | 10 | 10 | 7 | 5 |
| Favorability | 10 | 10 | 9 | 8 | 7 |
| Trust | 9 | 10 | 10 | 6 | 7 |
| Sustainability | 10 | 8 | 7 | 8 | 7 |
| Recommendation | 10 | 10 | 9 | 7 | 6 |
| Rejection | 9 | 6 | 1 | 10 | 7 |
| Brand strength | 89 | 85 | 76 | 74 | 72 |
Methodological notes:
Scores range from 0 to 10 for each attribute.
Brand strength results from a weighted average of these indicators.
Finally, the study reinforces a central thesis: strong brands are not the best known — they are the most reliable and consistent. What’s more: reputation is a direct reflection of the strategic positioning of each business group
