What are the best Brazilian brands?

After seeing reports released covering other markets, I was happy to see Interbrand releasing their report on the best brands of Brazil. The Brazilian economy is booming this last decade and the economic crisis has also taken its share of victims. This has shaken the valuation of the the big brands since the last report came out.

I have covered already a couple of the top brands on this blog, these articles are linked to on the brand names below. This report is a great overview and supplies information on lesser known brands. Also the fact that there is a value on the brands, allows them to be put in perspective.

top 25 of Brazilian brands

Values in million reals (1R$ = 0.5 euro)

1. Itaú - R$20.651 - Financial services
2. Bradesco - R$12.381 - Financial services
3. Petrobras - R$10.805 - Energy
4. Banco do Brasil - R$10.497 - Financial services
5. Skol - R$6.593 - Food and beverage
6. Natura - R$4.652 - Cosmetics
7. Brahma - R$3.607 - Food and beverage
8. Antartica - R$1.753 - Food and beverage
9. Vivo - R$1.468 - Telecommunications
10. Renner - R$780 - Retail
11. Embratel - R$730 - Telecommunications
12. Banrisul - R$645 - Financial services
13. Lojas Americanas - R$601 - Retail
14. Cyrela - R$545 - Real estate
15. Oi - R$472 - Telecommunications
16. Braskem - R$449 - Petrochemical
17. TAM - R$347 - Airlines
18. Net - R$294 - Telecommunications
19. Marisa - R$196 - Retail
20. Hering - R$144 - Apparel
21. Gafisa - R$129 - Real estate
22. Havaianas - R$113 - Apparel
23. Gol - R$108 - Airlines
24. Positivo - R$103 - Technology
25. Lopes - R$87 - Real estate

The valuation is done through a proprietary brand valuation method of Interbrand using a financial and brand analysis.

Most of the top brands are banks. The reason they are there is that they are well spread over Brazil and financially perform well.
B2B brands of Brazil like Vale, have been hit harder by the economic criss. Dropping commodity prices have put profits under pressure which affects their valuation.

There also is a big difference in value between the top 6 and the rest. Most of these brands are part of big international groups. They truly play on  a global level already.

Apart from the ranking, the report also includes a short description of every brand.