6 de Maio 8:30 - 12:30 BRT
Each year, Brand Finance evaluates more than 6,000 of the world's biggest brands. The 100 most valuable and strongest Brazilian brands have been published in the Brand Finance Brazil report annually since 2013.
Brazil's top 100 brands show determination and resilience and should be celebrated. As a nation with enormously strong potential but a complex past, it is increasingly important that leading brands are recognized as ambassadors for the nation for their lasting contributions to society at large.
Join us at FGV EAESP where our esteemed panelists will delve into Innovation, Creativity and ESG Actions in Brand Management.
Todos os anos, a Brand Finance avalia mais de 6.000 das maiores marcas do mundo. As 100 marcas brasileiras mais valiosas e fortes são publicadas anualmente no relatório Brand Finance Brasil desde 2013.
As 100 maiores marcas do Brasil demonstram determinação e resiliência e devem ser comemoradas. Sendo uma nação com um potencial enormemente forte, mas com um passado complexo, é cada vez mais importante que as marcas líderes sejam reconhecidas como embaixadoras da nação pelas suas contribuições duradouras para a sociedade em geral. Junte-se a nós na FGV EAESP onde nossos estimados palestrantes se aprofundarão em Inovação, Criatividade e Ações ESG na Gestão de Marcas
Agenda
| 08.30 - 09.00 | Welcome Coffee & Registration |
| 09.00 - 09.20 | Introduction Dr. Francisco Saraiva Junior |
| 09.20 - 10.30 | Brand Innovation & ESG Panel Luciana Lancerotti, Membro do conselho consultivo, Selo ESG Pro Brasil Luiz Serafim, Diretor-Executivo, World Creativity Day Dr. Francisco Saraiva Junior, Professor, FGV/EAESP |
| 10.30 - 11.00 | Coffee Break & Networking |
| 11.00 - 12.00 | Brand Finance Brazil 100 2024 Awards Dr. Eduardo Chaves, Managing Director, Brand Finance Brazil David Haigh, Chairman, Brand Finance |
| 12.00 - 12.10 | Global Soft Power Index 2024 Brazil Analysis Dr. Eduardo Chaves, Managing Director, Brand Finance Brazil Konrad Jagodzinski, Place Branding Director, Brand Finance |
| 12.10 - 12.30 | Closing Remarks Dr. Francisco Saraiva Junior, Professor, FGV/EAESP |
Época Negócios is the business and economy magazine of Editora Globo (a company belonging to Grupo Globo) which publishes more than a dozen titles, including Época and Galileu.
Launched in March 2007, the magazine is led by Sandra Boccia.
Fundação Getulio Vargas’s Sao Paulo School of Business Administration (FGV EAESP) was founded in 1954, thanks to the joint efforts of the Brazilian government and business community, in collaboration with Michigan State University, in order to train people to tackle the challenges Brazil was going through.
It was a period of fast growth, technological change, international contact and the emergence of new economic powers. In this context, the School played a fundamental role in preparing and updating Brazil’s managerial capacity, working to meet new demands for executive education and accompanying the phase of intense industrial development that was beginning.
Since then, FGV EAESP has enhanced itself continuously to meet the demands of the academic and business communities, creating and implementing new courses and services in many different sectors.
As the Marketing Director and CMO of Microsoft Brasil, Luciana lead a multi-dimensional, cross-functional marketing team that delivers best-in-class execution and governance across various solution areas and channels. With over 30 years of experience in marketing and communications, she has a passion for people management, customer insights, and e-commerce.
Luciana is also a proud member of the Makers community, a network of marketing leaders in Brazil, professor at UNEED and LIVEU, mentor at TalkStars, where she shared knowledge and experience with young talents and aspiring professionals. Luciana is recognized as one of the Global Top 100 Marketing Leaders in Tech by HotTopics.ht. ESG is her new passion, applying the concept of 17 Goals of ONU on the marketing activities in daily basis.
28 Years of Marketing experience in several markets obtained in a solid career at a global diversified company; solid leadership attributes developed during more than 20 years in roles of Business Unit Manager / Corporate Senior Leadership; strong coaching skills; prestigious speaker (teacher and presenter of more than 850 seminars about Innovation and Creativity); international experience; Six Sigma Black Belt Certification.
Graduated, Master and Doctor in Business Administration from FGV-EAESP. Professor in the Marketing department at FGV/SP since 2006 in postgraduate and undergraduate courses for the disciplines of Branding, Social Media and Services Marketing. Professor of undergraduate and specialization courses. Professor of the FGV Retail MBA and in-company courses for companies such as: Via Varejo, Renner, TAM Linhas Aéreas, Banco Bradesco, Banco Itaú, among others. Specialties: Branding, social media and banking
Eduardo is Managing Director of Brand Finance in Brazil. He was the founder of Guarded Brands, and was a consultant for the companies Brand Analytics (Kantar - Millward Brown Vermeer) and Mercadotecnia.
Eduardo achieved a Masters and Doctorate in Organizational Administration from the University of São Paulo (FEARP/USP); Post-Doctorate in Business Administration from the São Paulo School of Business Administration of Fundação Getúlio Vargas (EAESP/FGV); Graduation in Accounting Sciences (Cruzeiro do Sul). He participated in the analysis and strategic development of several companies and brands, such as: Banco do Brasil, CELESC, Rede Santa Catarina, Stone, TeleCine, Porto, Embraer, Vale, Santander, Coca-Cola, Siemens AG, Associação Comercial de São Paulo - ACSP , Suzano Papel e Celulose, Passaredo, Renk Zanini, Brasfrigo (Jussara, Jurema, Tomatino), Limger, Locamerica, Let's Rent a Car, and others.
Eduardo is also a Professor at the University of São Paulo (USP/Esalq), Fundação Getúlio Vargas (FGV), and Fundação Instituto de Adm. (FIA), exclusively in postgraduate studies. He was a teacher at the following institutions: Universidade Estadual Paulista Júlio de Mesquita Filho - UNESP in the Professional Master's Degree, IFSP, FUNPEC in MBA in Branding, Fundação Hermínio Ometto (FHO/UNIARARAS), Faculdade Interativa COC (FIC/SEB S.A.), Faculdade de Orlândia (FAO) ), and others
Eduardo Chaves é Diretor Geral da Brand Finance no Brasil. Desde 2004 atua como consultor e pesquisador em marcas e marketing em diversos segmentos: bancos, educação, serviços financeiros, alimentos, transporte aéreo, serviços em geral, mineração, indústrias em geral, sendo bem ampla sua atuação no Brasil e na Amarica Latina. Foi consultor em marcas e marketing em duas empresas de consultoria representativas no Brasil, posteriormente abrindo sua própria empresa de consultoria. Integrar pesquisa de mercado, consultoria em marketing e marcas, e inovação em marketing é um processo poderoso de geração de valor que norteia as ações desse professional.
Eduardo tem uma vasta experiência teórica e prática. Já publicou diversos artigos e livros na área de microeconomia, marketing, marcas, avaliação de marcas, brand equity, semiótica, sensações da marca, marca-país, avaliação financeira de marcas e empresas, retorno de ativos, avaliação de ativos intangíveis, etc. Toda sua formação acadêmica é voltada para avaliação de empresas e marcas; graduação, mestrado e doutorado (PhD) em negócios pela Universidade de São Paulo – USP e pós-doutorado em marketing na Fundação Getúlio Vargas – FGV. Ministra aulas de marketing e branding em programas de pós-graduação e graduação em diversas instituições de ensino de negócios no Brasil.
Trabalhou com empresas como Santander, AB InBev, Siemens, Coca-Cola, Vale, Brasfrigo, Suzano, Passaredo, SPC Boa Vista, Banco do Brasil, Limger, LocaAmerica, Let´s, e outras, Eduardo compreende a necessidade do cliente e entrega resultados que realmente geram valor. Dentre as atividades que hoje desempenha na Brand Finance estão: pesquisas de marketing (quali e quanti), avaliação de negócios de marca, análise de contribuição da marca, valoração de marcas, avaliação de ativos intangíveis, auditorias de marca, pesquisa de mercado e análises associadas, inteligência de mercado, rastreamento de pontuação da marca, análise do retorno do investimento em marketing, consultoria de transição de marca, consultoria sobre governança de marca, arquitetura de marca e gerenciamento de portfólio, consultoria de posicionamento e extensão de marca, fusões e aquisições, financiamento e due diligence, assessoria em franchising e licenciamento, análise de preços de transferência e de taxas, relatórios e evidências de testemunhas especializadas, processo de inovação em marketing, além de projetos ad hoc e metodologias proprietárias.
Época Negócios is the business and economy magazine of Editora Globo (a company belonging to Grupo Globo) which publishes more than a dozen titles, including Época and Galileu.
Launched in March 2007, the magazine is led by Sandra Boccia.
Fundação Getulio Vargas’s Sao Paulo School of Business Administration (FGV EAESP) was founded in 1954, thanks to the joint efforts of the Brazilian government and business community, in collaboration with Michigan State University, in order to train people to tackle the challenges Brazil was going through.
It was a period of fast growth, technological change, international contact and the emergence of new economic powers. In this context, the School played a fundamental role in preparing and updating Brazil’s managerial capacity, working to meet new demands for executive education and accompanying the phase of intense industrial development that was beginning.
Since then, FGV EAESP has enhanced itself continuously to meet the demands of the academic and business communities, creating and implementing new courses and services in many different sectors.
