Kantar and WPP launched today (4) the new Brandz Brasil ranking, which brings the 25 Most Valuable Brands of 2020, in partnership with the newspaper “Meio & Mensagem”.
This year, despite the unstable scenario caused by Covid-19, Brazilian brands had an increase of 4%, adding US$ 55.7 billion in total.
Itaú, with a value of US$ 8.2 billion, took the lead and remained stable in brand value, declining only 1% compared to 2019. Skol, which occupies the vice-leadership, with US$ 6, 8 billion, and Bradesco, in 3rd place, valued at US$ 6.1 billion, also showed a drop in their brand values when compared to 2019. ALSO READ: Brazil gains four positions in world innovation ranking Despite occupying two positions in the Top 3, financial institutions faced a battle to remain at the top.
The business context was already being affected even before the Covid-19 pandemic, with the government drastically reducing the interest rate and the advancement of fintechs, which are gaining more and more space.
“In this process, many brands invested to mitigate this damage, while creating campaigns and positioning to remain the choice of Brazilians”, says Silvia Quintanilha, Vice President of Customer Service at Kantar Brasil. Specifically in the case of banks, despite the context, Itaú maintains the value of its intangible assets, enabling it to reach the top for the first time in the 14 years of the ranking.