Nubank é a marca que mais cresce no Brasil segundo o último relatório por Brand Finance, a consultoria líder mundial em avaliação de marcas. Após um impressionante aumento de 195% no valor da marca, para US$ 4 bilhões, o banco digital entrou no top 10 pela primeira vez, subindo dez posições e alcançando o 4º lugar no ranking geral. A rápida ascensão da marca reflete seu sucesso financeiro contínuo e sua crescente presença de mercado. O Nubank quase dobrou seu lucro líquido em 2024 e agora atende mais de 100 milhões de clientes no Brasil, cobrindo mais da metade da população adulta.
Nubank também é a marca mais forte do país, alcançando uma pontuação de Índice de Força da Marca (BSI) de 95,3 em 100. De acordo com a pesquisa da Brand Finance, a marca desfruta de alta familiaridade, forte consideração e pontuações de recomendação consistentemente positivas.
Itaú mantém posição de marca mais valiosa do Brasil pelo nono ano consecutivo, com seu valor de marca aumentando 3%, para US$ 8,6 bilhões. O banco continua liderando por meio de sua solidez financeira, inovação digital e suas crescentes credenciais de sustentabilidade. A pesquisa da Brand Finance mostra melhorias notáveis nas pontuações de reputação, recomendação e aceitação de preços do Itaú. O setor bancário continua sendo o dominante, respondendo por 37% do valor total da marca, apesar de um banco a menos no ranking deste ano. O valor total da marca do setor cresceu 10% em relação ao ano anterior.
Eduardo Chaves, Diretor Geral da Brand Finance Brasil, comentou:
O ranking Brand Finance Brazil 100 2025 destaca um cenário de marcas em transição, com um valor total de marca 3% acima do ano anterior, atingindo US$ 79,4 bilhões. Enquanto nomes consolidados como o Itaú continuam na liderança, a notável ascensão do Nubank reflete as mudanças nas expectativas dos consumidores e a crescente força de marcas com foco no cliente e prioritariamente digitais. Ao mesmo tempo, grandes investimentos em infraestrutura começam a abrir oportunidades de crescimento de longo prazo para marcas de tecnologia, telecomunicações e serviços públicos, preparando o cenário para novos ganhos de valor de marca no próximo ano.
Banco do Brasil ocupa o segundo lugar geral, com um valor de marca de US$ 5,2 bilhões (queda de 4%), seguida pelo Bradesco em terceiro, com US$ 4,7 bilhões (queda de 6%). A Caixa completa o top 5 com um aumento de 28% no valor da marca, para US$ 3,7 bilhões.
Petrobras mantém sua posição como a marca não bancária mais valiosa do Brasil, com um aumento de 5% no valor da marca, para US$ 3,6 bilhões. Localiza (alta de 12%, para US$ 2,6 bilhões), Vale (queda de 18%, para US$ 2,5 bilhões), Vivo (alta de 26%, para US$ 2,1 bilhões) e Sadia (alta de 18%, para US$ 2,1 bilhões) completam o top 10.
Sadia é a segunda marca mais forte do Brasil, com uma pontuação BSI de 92,0 em 100, seguida pelo Porto em terceiro, com 90,2. Ambas as marcas apresentam altas pontuações em termos de familiaridade, recomendação e aceitação de preço.
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 evaluating marketing investment, stakeholder equity, and business performance, 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.
