Brand Finance logo

Brand Finance Brazil Forum 2022

08 August 2022, 13:00–16:00 UK Time

Time: 09.00 - 12.00 BRT

Welcome coffee, seguido de painel sobre ESG e premiação das marcas brasileiras mais fortes e valiosas - Brand Finance Brasil 2022 apresentadas pelo Sócio Diretor da Brand Finance Brasil, Dr. Eduardo Chaves.

A cada ano, a Brand Finance avalia mais de 5.000 das maiores marcas do mundo. As 50 marcas brasileiras mais valiosas e fortes são publicadas em nosso site no relatório Brand Finance Brasil anualmente desde 2013.

Este ano, estamos dobrando o ranking. As 100 maiores marcas do Brasil mostram determinação e resiliência e devem ser celebradas. Como uma nação com um enorme potencial e uma realidade complexa, é cada vez mais importante que as marcas líderes sejam reconhecidas como embaixadoras da nação por suas contribuições duradouras para a sociedade em geral. Por esse motivo, também compartilharemos conhecimentos e práticas ESG e marcas.

O painel de discussão será mediado pelo Prof. Dr. Francisco Saraiva Junior e a programação completa dos participantes do evento está listada abaixo.

“Realizar um evento para premiar e celebrar as marcas mais valiosas e fortes do Brasil, juntamente com uma mesa redonda para discutir marcas e ações ESG, é um privilégio. Temos a certeza de que estamos gerando valor para o mercado e a sociedade. Acredito que esta é a nossa ação no mundo.” - Eduardo Chaves, Sócio Diretor da Brand Finance do Brasil.

Pré-inscrições: deverão ser realizadas no site da Brand Finance, posteriormente confirmadas por e-mail pela organização do evento.

AVISO

É obrigatório o uso de máscara nos eventos presenciais da FGV EAESP e a apresentação do passaporte de vacinação. Caso o participante não esteja de acordo com as regras de acesso as instalações da FGV, não será permitida a participação no evento. Caso esteja com sintomas gripais/respiratórios, pedimos que não compareça ao evento.

AVISO LEGAL/ DISCLAIMER

O evento Brand Finance Brazil Event 2022 contará com a participação de um fotógrafo, responsável por realizar registros de imagens do evento como um todo. Deste modo, ao participar, você declara que está ciente e concorda com a possível publicação de sua imagem, para fins de divulgação e promoção do evento nos canais institucionais da FGV e da EAESP. Em caso de dúvidas, esclarecimentos de como são tratados seus dados pessoais ou para o exercício de quaisquer direitos relacionados à Proteção de Dados Pessoais, o convidamos a visitar nosso Portal de Proteção de Dados, disponível no link https://portal.fgv.br/protecao-dados-pessoais.

__________

Each year, Brand Finance evaluates more than 5,000 of the world's biggest brands. The 50 most valuable and strongest Brazilian brands have been published in the Brand Finance Brazil report annually since 2013.

This year, we doubled the rankings. 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. For this reason, we will also share ESG knowledge and practices.

The panel discussion was hosted by Prof. Dr. Francisco Saraiva Junior and the Managing Partner of Brand Finance Brazil, Eduardo Chaves. The full programme of speakers is listed below.

“Holding an event to reward and celebrate the most valuable and strongest brands in Brazil, along with a roundtable to discuss brands and ESG actions, is a privilege. We are sure that we are generating value for the market and society. I believe this is our action in the world.” - Eduardo Chaves, Managing Partner of Brand Finance do Brasil.

08 August 2022, 13:00–16:00 UK Time
Subscribe
to be notified of future events
In association with
FGV EAESP

The Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP) (Fundação Getulio Vargas's São Paulo School of Business Administration) is a Brazilian private higher education institution founded in 1954.

FGV EAESP Website
Época Negócios

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.

Época Negócios Website

Speakers

Eduardo Chaves
Managing Director
Brazil

Eduardo Chaves is a Managing Director of Brand Finance Brazil. Since 2004, he worked as a consultant and marketing researcher spanning several sectors: banking, education, financial services, FCMG, aeroplanes and defence, and commercial services across Brazil and Latin America. After gaining substantial experience, Eduardo started his own consulting company.

Integrating market research, brand consulting, and marketing innovation, his professional framework is a powerful tool of value generation. Eduardo has vast experience in both theory and practice. He has published several articles and books in the field of microeconomics, marketing, brand evaluation, brand equity, semiotics, nation branding, return on assets, evaluation of intangible assets, etc. Eduardo holds a  PhD in Business from the São Paulo University - USP, and a post-doctorate degree in Marketing from Getúlio Vargas Foundation - FGV. He teaches marketing and branding as part of graduate and undergraduate programmes in various educational institutions in Brazil.

Having worked with companies such as Santander, AB InBev, Siemens, Coca-Cola, Vale, Brasfrigo, Suzano, Passaredo, SPC Boa Vista, Banco do Brasil, Limger and LocaAmerica, Eduardo understands customer needs and delivers results that create value. Among the services he currently offers at Brand Finance are: marketing research (qualitative and quantitative), branded business valuation, brand contribution analysis, brand valuation, evaluation of intangible assets, brand audits, score tracking brand analysis, return on marketing investment (ROMI), brand transition, brand governance, brand architecture and portfolio management, brand positioning, M&A financing and due diligence, franchising and licensing, tax and transfer pricing, expert witness reports and evidence, marketing innovation process, as well as ad hoc projects and proprietary methodologies.

 

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.

Website
Cenira Nunes
Head of Environment
Gerdau

Cenira Nunes has been working in the environmental area of the metallurgical sector for 25 years. He started his activities at Gerdau 18 years ago and, more recently, he has worked on the development and implementation of the company's sustainability strategy. He participated in the definition of Gerdau's materiality process and coordinated the preparation of the Natural Capital chapter of the Annual Report. Conducts the management process of defining the company's greenhouse gas (GHG) targets and their inclusion in the Carbon Disclosure Project (CDP). She also participates in the implementation of Gerdau's certification as a B Company. She is a Chemical Engineer graduated from UERJ, has a postgraduate degree in Steel from PUC-RJ, an MBA in Environment from UFRJ, a Master's in Sustainability from FGV and participation in the INSEAD Strategy Program .

Website
Arturo Nunez
Chief Marketing Officer
Nubank

Arturo Nuñez is currently Chief Marketing Officer at Nubank. American with Venezuelan and Cuban parents, the executive has more than three decades of experience with sports and lifestyle brands such as Nike and NBA, as well as a repertoire in technology, when he was in charge of Apple's marketing for Latin America. Prior to joining Nubank, Nuñez founded AIE Creative to foster cultural connections between brands and consumers. With a degree in Economics and Administration from Florida A&M University, Nuñez is fluent in English, Spanish and Portuguese. He is currently based in Miami, where he lives.

Website
Gustavo Oliveira
Vice President, Marketing & Communications
Clube de Regatas do Flamengo

Vice President, Marketing & Communications - Clube de Regatas do Flamengo

Website
Dr Francisco Saraiva Junior
Director of Marketing
FGV/EAESP

Francisco Saraiva Jr: Graduated in Business Administration from Fundação Getúlio Vargas - SP (1998). Master and Doctor from Fundação Getulio Vargas in Business Administration, Marketing area of knowledge. Interests in the following research topics: Branding, Social Media, Service Marketing and CRM. Judicial expert of the Court of Justice of the State of São Paulo in matters related to trademarks, patents and industrial property.

Website
Leonardo Dutra
Sustainability Partner
Ernst & Young

Leonardo Dutra is a leading sustainability partner at EY Brazil. He has over 19 years of professional experience working in the area of sustainability. Lawyer, Master in Environmental Sciences and MBA in Business. With extensive knowledge in strategy and governance for climate change and sustainability, he has supported companies in building sustainable business models, non-financial indicators, risk management and Compliance.

Website
Daniel Wakswaser
Marketing VP
Ambev

Marketing VP at Ambev

Website
Eduardo Tracanella
Marketing Director
Itaú Unibanco

Eduardo Tracanella, associate director of Itaú Unibanco, is responsible for the bank's brand strategy, institutional, wholesale and global marketing. Tracanella also leads the bank's advertising, sponsorship, events, social networks and institutional content projects. In 2014, he won the Caboré award, as "Marketing Professional of the Year". Also in 2014, he was elected "Best Communication Professional" by the Brazilian Advertising Association. In 2015, he received the "Professional Contribution Award" for his leadership in the development of the advertising market in the country. In 2016, he was elected the "Most Innovative Marketing Professional in Latin America" ​​by Ad Latina. In 2017, in a survey carried out by the Spanish consultancy Merco and published by Exame magazine, he was named one of the 100 business leaders with the best reputation in Brazil.

In 2016 and 2018, in a biennial study by the Spanish consultancy Scopen, he was highlighted by the Brazilian market as "Most Admired Marketing Professional". of the Todos Pela Saúde movement, which aims to act to mitigate the effects of Covid-19.

Website

In association with

FGV EAESP

The Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP) (Fundação Getulio Vargas's São Paulo School of Business Administration) is a Brazilian private higher education institution founded in 1954.

FGV EAESP Website
Época Negócios

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.

Época Negócios Website

Name

Job Title
Description
Link

Name

Description
Link
FGV EAESP – Rua Itapeva, 432 – Salão Nobre (4º andar), Cerqueira César, São Paulo, SP. Obs.: Os participantes do evento poderão estacionar os veículos no estacionamento da Rede Park: Rua Itapeva, 474 ao lado da FGV EAESP

Open in new window

Get in Touch

Message