The Kantar BrandZ Top 50 Most Valuable Brazilian Brands 2026 reveals a new wave of brand-led growth for Brazil’s leading brands.
The combined value of the ranking has grown 22% since 2024 to reach US$101 billion, marking a strong acceleration and showing how customer-centric innovation and meaningful differentiation are helping brands unlock new value.
Based on the views of more than 118,199 consumers across 1,663 brands and 144 categories, the report uncovers the brands, trends and growth drivers shaping Brazil’s brand landscape. Key findings include:
- Itaú remains No.1, growing its brand value by 79% to US$13.2 billion through renewal, disciplined brand-building and investment in AI-powered solutions
- Nubank is the highest riser, leaping three places to No.2 after increasing its brand value by 162% to US$12.0 billion
- Six brands enter the ranking for the first time: iFood, Smart Fit, Inter, Stone, Mateus and Vivara, highlighting the strength of challenger brands across multiple categories
- Financial Services is the standout category, contributing 39% of the ranking’s total value and accounting for five of the 10 highest risers
- High-growth brands including Nubank, Claro, Vivo and Ipiranga are strengthening their positions through experiences and propositions that consumers see as genuinely different
- Meaningful Difference remains a critical driver of growth, with the strongest brands outperforming by combining relevance and salience to convert brand equity into commercial value
Discover the complete Kantar BrandZ Most Valuable Brazilian Brands ranking and the growth strategies helping Brazil’s leading brands create value and build competitive advantage.
Infographic
Explore the Brazilian brand landscape in this infographic. Kantar BrandZ’s Top 5 Most Valuable Brazilian Brands in 2026 are:
No.1 Itaú – US$13 billion
No.2 Nubank – US$12 billion
No.3 Claro – US$7 billion
No.4 Brahma – US$7 billion
No.5 Vivo – US$6 billion
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Twenty-six Brazilian brands achieved brand value gains since the last ranking, 18 at a double-digit rate. Analysis of Brazil’s Top 50 shows that the brands best positioned for future growth are those focused on three chief marketing objectives: extending difference, gaining momentum and finding new space. Focusing on these priorities will help brands strengthen demand, unlock new growth opportunities and convert brand equity into commercial value.
Methodology
Kantar BrandZ uses a consumer-centric approach combining Financial Value (corporate earnings linked to brand assets) and Brand Contribution (driven by Demand Power, Pricing Power and Future Power). This approach is powered by over 4.5 million interviews across 54 markets. Kantar’s Meaningful Different and Salient framework is endorsed by the Marketing Accountability Standards Board (MASB) and delivers actionable intelligence to power brand growth. Learn more
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The total value of the top 50 most valuable Brazilian brands has increased by 4%, to reach almost $83 billion. With 20 brands growing in value over the past two years, Brazil’s top brands have proved their resilience and are bouncing back to pre-pandemic levels of strength.
Highlights from this latest report, which is based on the opinions of 10,800 respondents about more than 396 brands across 27 categories, reveal:
• Itaú remains Brazil’s most valuable brand, worth almost $7.4 billion and accounts for 9% of the total value of the ranking, as exclusively reported by Estadão.
• Beer brands, Brahma (No.2; $6.7bn) and Skol (No.3; $5.9bn) complete the top three
• Car rental company, Localiza (No.8; $3.1bn), is the top newcomer
• Three brands: Azul (No.16; $1.6bn), Havaianas (No.35; $711m) and Leão (No.44; $377m) perform well on being Meaningful, and meeting peoples’ needs both functionally and emotionally
• Nubank (No.5; $4.6bn) excels in being Meaningful, Different and Salient, the three key pillars of brand equity.
As inflation and unemployment hold back a volatile economy, the most valuable Brazilian brands bring to life an important learning: investing in brand equity is a powerful strategy that protects brands in difficult times.
Brands from 15 categories feature in the Kantar BrandZ Brazilian Top 50, from banking to beer, energy to entertainment, the breadth of the ranking reflects the diversity of the country’s economy and provides insight into the businesses that make this country tick.
Brazil’s number one most valuable brand is financial services company, Itaú, with a brand value of US$8.1 billion, followed by beer brands, Brahma (No.2, US$6.5 billion) and Bradesco (No.3, US$6.0 billion).
Quality products and great service are no longer enough to set a brand apart; these things are simply expected. But what can help mark out a brand in consumers’ minds is something that runs much deeper than the things a brand sells: it’s whether the brand – and the company behind it – inspires trust. Personal care brand, Natura, is the most environmentally responsible Brazilian brand, with a Trust Index Score of 120.
Explore our latest report, with new insights on the qualities that lie at the core of Brazil’s most valuable brands.
Frequently Asked Questions
What is the Kantar BrandZ Top 50 Most Valuable Brazilian Brands ranking?
Which brand is the most valuable brand in Brazil in 2026?
What are the fastest-growing brands in Brazil in 2026?
What makes a brand valuable according to Kantar BrandZ?
What is Meaningful Difference and why is it important?
Which new brands entered the Brazil Top 50 in 2026?
- iFood
- Smart Fit
- Inter
- Stone
- Mateus
- Vivara
How does AI affect brand building in Brazil?
What can marketers learn from Brazil’s most valuable brands?
The strongest brands:
- Build Difference that is continually renewed and recognised by consumers
- Stay close to evolving consumer needs through customer-centric innovation
- Use digital ecosystems to become part of people’s everyday lives
- Focus on clear objectives, such as extending difference, gaining momentum or finding new space
- Maintain consistency while refreshing their offer, communications and experiences
- Use AI and predictive insight to make sharper decisions without losing human relevance
These practices are helping Brazil’s leading brands turn strong equity into sustained growth and long-term competitive advantage.