The most valuable brands in Brazil

We believe that the best way to understand the contemporary world, which is increasingly driven by change, is by asking the right questions. Understanding and interacting with the complexities of the context that surrounds us.

To accomplish this, we created the BrandAsset Index, a discussion site designed by Design Bridge and Partners in collaboration with WPP, where we bring together key stakeholders: clients, society, and academics with the group’s operations and agencies staff, for a broader and deeper discussion about the role of brands in today’s world.

Now more than ever, companies and brands need to understand themselves, their consumers, their users, their competitors, and the forces that operate and are operated by them, in their local and global markets.

BrandAsset Index is WPP’s umbrella brand that was established with the objective of catalyzing the studies carried out by the Group’s different operations, as well as the ones arising from partnerships between WPP and other entities.

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    The Brand Asset Valuator

    These studies are driven by the BAV engine, Brand Asset Valuator®, one of our analytics-based tools and the largest and most important empirical brand study in the world. Our studies present panoramas on how brands react to broad cultural changes, which are reflections of the evolution of social, political, economic, legal and environmental scenarios, known to be in constant transformation. That is why we say that, although it is possible to evaluate each brand’s category, BAV is a category-agnostic study, increasingly permeating culture.

    For more than 30 years, BAV has collected more than 16 billion consumer data about more than 63,000 brands, in 52 countries around the world, building connections with the brands’ financial performance. In Brazil, this data is updated annually and, in the most recent one – the period referring to the second half of 2023 and first half of 2024 – we collected insights from more than 18,000 respondents.

    About the 2024 edition

    In 2024, WPP, Design Bridge and Partners and TM20, with the support of ElosAyta and in partnership with Valor Econômico, present the rankings for the Most Valuable Brands in Brazil, Strongest Brazilian Brands, Strongest Global Brands in Brazil and Design Driven Brands.