New Brand Finance data reveals over half of the nation’s most valuable brands concentrated in banking, food, retail, and oil & gas
SAO PAULO, 12 June 2026 - Brazil’s top 100 brands rose 14% year on year to a combined value of USD90.2 billion, despite GDP growth slowing to around 2% in 2025, highlighting resilience amid a moderating economy, high interest rates and softer consumer demand, according to the Brazil 100 2026 report from Brand Finance, the world's leading brand valuation consultancy.
This performance is driven by the dominance of key sectors, with banking accounting for more than one third of the nation’s total brand value, while food, retail, and oil and gas together contribute over 58%, reinforcing the structural strength of Brazil’s brand economy.
Eduardo Chaves, Managing Director Brazil, Brand Finance commented:
“The 2026 results reinforce that Brazil’s brand economy remains highly concentrated and structurally defined, with strong leadership from financial services, consumer goods, and natural resources. Beyond absolute value, the ranking highlights how scale, trust, and strategic discipline continue to be the key drivers of brand value creation in the country.”
For the 10th consecutive year, Itaú (brand value up 15% to USD9.9 billion) continues to lead the Brazil 100 ranking, maintaining its position as the country’s most valuable brand. Its sustained leadership is underpinned by robust financial performance, strengthening market confidence, and disciplined strategy.
Banco do Brasil, Bradesco, Nubank, and Caixa continue to anchor Brazil’s banking sector, reflecting its scale, resilience, and structural importance amid a more challenging credit environment and ongoing economic adjustment. Together, the four banks highlight the balance between policy-driven lending, capital discipline, and digital-led transformation shaping the industry’s evolution.
Antarctica (brand value up 125% to USD454 million) emerges as the fastest-growing brand in Brazil this year, marking a sharp resurgence for one of the country’s most historic names. Founded in 1885, the brand has translated its long-standing heritage into renewed market relevance, demonstrating how legacy brands can evolve to capture modern consumer demand.
Nubank (brand value up 5% to USD4.2 billion) has been identified as a brand to watch. The brand continues its evolution from disruptor to category-defining leader in Brazil’s banking sector. It now stands as the strongest neobank globally and the fourth strongest banking brand worldwide in the Brand Finance Banking 500 2026 ranking, underscoring the scale and maturity it has achieved in a relatively short time.
The strongest brand in Brazil, Porto (brand value up 14% to USD757 million), achieved a Brand Strength Index (BSI) score of 96.9/100 and a AAA+ rating, the highest accolade for brand strength awarded by Brand Finance. The brand’s strength is driven by high consumer familiarity and trust, supported by its expanding ecosystem of insurance, banking, health, and service solutions reaching millions of customers across Brazil.
As the second strongest brand in the country, Nubank achieved a BSI score of 95.2/100 and a AAA+ rating. The brand’s strength is driven by strong emotional engagement and exceptionally high levels of trust, preference, and brand love among Brazilian consumers.
At third, Sadia (brand value up 35% to USD2.9 billion) achieved a BSI score of 93.5/100 and a AAA+ rating. The brand’s strength is driven by its strong reputation as the highest-trust food brand in Brazil, supported by consistent quality perception, emotional connection, and long-standing market presence.
Eduardo Chaves, Managing Director Brazil, Brand Finance commented:
“In a more uncertain economic and institutional environment, brands increasingly act as anchors of trust, reputation, and stability. Those that successfully combine financial performance with strong emotional engagement and consistent delivery are best positioned not only to capture value, but also to build long-term resilience.” g-term community partnerships.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
