Top Brazilian brands worldwide in 2024, by brand value

In 2024, banks Itaú, Banco do Brasil (BB), and Bradesco were the three most valuable Brazilian brands, with around 8.3 billion, 5.5 billion, and five billion U.S. dollars, respectively. State-run oil and gas giant Petrobras and metals and mining Vale rounded up the top five with brand values of 3.4 billion and three billion dollars, respectively.

Do banks dominate the branding game in Brazil?

Brazil has a history of solid financial institutions leading brand value rankings. As of 2024, banking companies collectively accounted for over one-third of top Brazilian brands' combined value. That was more than the second, third, fourth, and fifth-placed sectors altogether. Besides the three aforementioned names, state-owned Caixa Econômica Federal (CEF) was also among Brazil's most valuable banking brands.

Natura: a global player with Brazilian DNA

However, another company shines when it comes to global influence: personal care and cosmetics giant Natura. It ranked first among the strongest Brazilian brands worldwide in 2024 and operates in over 70 markets across the planet. During a late 2023 survey among multiple entities' representatives and the general population, Natura – which fully controls its former competitor Avon since 2020 – emerged as the most reputable company in Brazil, surpassing banking and fellow cosmetic brands alike.