Banks and beverages remain at the top among the most valuable Brazilian brands in the recently released Interbrand ranking, which has its own methodology, taking into account attributes such as the perception of ethical consistency and trust on the part of consumers. The list of the global consultancy in the country is led by the financial institutions Itaú and Bradesco, in order, followed by Brahma and Skol, both from Ambev, in third and fourth place.
Among the brands that registered the greatest expansions, Renner appears, with a percentage of 14%, with an increase in value from R$ 1.7 billion to R$ 1.9 billion, which made it advance one position, taking 11th place. The retailer is appointed as a reference in its segment as a fashion leader for bringing innovations and for standing out in its commitment to sustainability.
As a novelty, Nubank appears. In the debut, the financial institution occupies the seventh position, with an estimated value of R$ 3.8 billion. Who fell the most, with the financial difficulties it has been facing, was Lojas Americanas, which went from 10th to 19th position. The field research was carried out before the publication of the accounting inconsistencies of Lojas Americanas, but as the announcement of the ranking was postponed this year, Interbrand decided to include a revaluation of the company.
Supermarkets continue to lose space, since the habit changes imposed by the pandemic. Nets have been replaced by cash and carry, which have price as their main attraction.
Interbrand's methodology takes into account three main components: financial performance, the role the brand plays in purchasing decisions and its competitive strength. The list, in addition to taking into account public data, also listens to consumers. In this edition, 1,109 people were interviewed in Brazil, between September and October, over 15 years old and belonging to classes A, B and C.
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