08.30 - 12.30 BRT
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.
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.
Delegates joined us at the Brand Finance Brazil Forum 2023 as we celebrated the strongest and most valuable Brazilian Brands, and shared insights into the results of this year's study.
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.
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.
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.
Sergio Gordilho is a businessman and creative director. Gordilho is co-president and chief creative officer of Africa agency, one of the ten largest advertising agencies in Brazil and a partner of Grupo ABC, the largest communications holding company in Latin America.
In December 2002, Gordilho founded Africa, with partners Nizan Guanaes, Marcio Santoro, Luiz Fernando Vieira and Olivia Machado. According to 2014 statistics, Africa is the seventh largest advertising agency in Brazil and belongs to ABC Group, the largest communications holding company in Latin America.
Gordilho was named co-president of Agencia Africa, alongside Márcio Santoro in 2010. Under his leadership, the agency is responsible for the communication of brands such as Itaú, Brahma, Vivo, Procter Gamble, Folha de S.Paulo
Under his leadership in the creative field, Africa won the Caboré award, a Brazilian communications industry award for Communication Agency in 2005 and 2012.
Gordilho was voted the most influential Creative Professional by the Association of Advertising Professionals in 2006.
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.
Vice President, Marketing & Communications - Clube de Regatas do Flamengo
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.
Antonio has been working for 5 years as CMO and presently as Executive Director of Marketing and Customer Experience at Grupo Unidas, with 14 years of experience in B2B and B2C , Technology, Customer Experience, Vehicle Rental and Sales.
He leads the positioning of the Unidas Brand, strengthening of digital channels, automation and bot projects, technological initiatives, creation of Data intelligence, BI and Digital Indicators and M&A projects.
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.
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.
