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Ranking mostra as marcas mais valiosas do Brasil em 2017
Publicado por:Dayse, agosto - 10 - 2017
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A soma do valor das 60 marcas mais valiosas do ranking anual BrandZ Brasil, realizado pela WPP, Kantar, Kantar Vermeer e Kantar Millward Brown totalizou $53,1 bilhões de dólares. Comparado com 2016 houve uma recuperação de 70%, demonstrando uma tendência de crescimento que havia sido observada desde 2014 e que foi interrompida no ano passado.

“Depois de mais de uma década analisando marcas na Kantar e na WPP comprovamos a importância da construção de marca para enfrentar cenários economicamente complicados. As marcas brasileiras que reconheceram o valor dessa premissa cresceram, em alguns casos de mais de 100% de seu valor”, aponta Sonia Bueno CEO da Kantar.

Pela primeira vez este ano o ranking inclui na análise as marcas de capital fechado. Segunda a Kantar, a decisão se deu principalmente ao fato de que no mercado brasileiro existem marcas de capital fechado bastante valiosas, como por exemplo, IKEA e Ferrero, que não poderiam ser avaliadas.

Top 10 das marcas mais valiosas do Brasil 2017 (em milhões de dólares)

10-11

Marcas que mais cresceram e setores mais fortes

A Renner foi a marca que teve o maior crescimento no Brasil com uma variação de +168% (número 17, $684 milhões de dólares).

Em segundo lugar está a Adria +159% (número 49, $211 milhões de dólares), seguida pela Anhanguera +138% (número 34, $333 milhões de dólares).

Bens de consumo e serviços financeiros foram os setores mais fortes do BrandZ  Brasil. A soma do valor das marcas de Bens de Consumo foi de $24 bilhões de dólares em 2017 (+40% vs. 2016), o que equivale a quase 50% do total das marcas mais valiosas do Brasil.

As marcas mais fortes do Brasil

A pesquisa também analisou as marcas mais fortes com base no fator Brand Strength, ou seja, na mente dos consumidores.

Ranking mostra as marcas mais valiosas do Brasil em 2017
Divulgação (AdNews)

Fonte: Exame

Este conteúdo foi originalmente publicado no site da AdNews.

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