Brand Finance Brazil Forum 2022

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.

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 .

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.

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

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

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.

Marketing VP at Ambev

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.