Tag Archives: marcas valiosas

Marcas com propósito são escudos contra crise
Publicado por:Dayse, outubro - 09 - 2017
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Em 11 anos de trabalho com o ranking das Marcas Brasileiras Mais Valiosas, alguns aprendizados vão ficando mais evidentes. Um dos que mais se destaca, a meu ver, é a importância da lealdade às marcas. Essa capacidade de fidelizar o consumidor é um dos principais ativos das empresas, pois protegem o valor das marcas em períodos desafiadores, como nas épocas de crise.

Ainda assim, até mesmo marcas extremamente fortes e valiosas podem sucumbir em meio a situações que fogem do padrão ético do mercado, como são os casos de escândalos de corrupção, que permearam diversos setores do Brasil nos últimos anos, afetando governos e também empresas.

Abaixo destaco cinco tendências que percebi nessa década trabalhando com valoração de marcas, e que podem ser úteis para que executivos avaliem a saúde das marcas com que trabalham.

1. Reputação corporativa é parte importante do valor de uma marca

O mercado não perdoa empresas que falham em sua governança corporativa ao envolverem-se em processos ilícitos, ligados à corrupção. Essas situações oferecem um baque na reputação corporativa, o que faz com que os consumidores evitem comprar seus produtos ou serviços, e que investidores reduzam as apostas em ações dessas marcas ou empresas. Isso afeta diretamente o valor do negócio e, consequentemente, a valoração das marcas.

A Petrobrás é um exemplo do risco de não cuidar da reputação corporativa: entre os anos de 2010 e 2012, a marca foi a mais valiosa do país, avaliada nesse triênio em USD 9,7 bilhões, USD 13,4 bilhões e USD 10,6 bilhões de dólares, respectivamente. Esses calores nunca foram superados no ranking nestes 11 anos, e a marca chegou em 2017 sendo avaliada em UDS 719 milhões. A empresa sofreu com processos associados a corrupção e viu o valor das suas ações despencar de R$ 54 em maio de 2008, antes da crise financeira mundial, para chegar em míseros R$ 4,10 em janeiro de 2016, uma queda de 92%. No início de 2017, as ações da Petrobrás chegaram a ter leve recuperação (avaliadas em R$ 13) o que mostra um sinal positivo.

2. Marcas de bens de consumo não duráveis sobem ao ranking impulsionadas pela classe média

Desde a implantação do Plano Real em 1994 a classe média, representada principalmente pela classe C, com 114 milhões de Brasileiros em 2015, saltou de 33% da população para mais de 50% nos dias de hoje. Essa população impulsionou o consumo de bens de consumo não-duráveis (FMCG), como alimentos, bebidas, produtos de higiene pessoal e produtos de limpeza. Com isso, marcas deste segmento como Skol, Brahma, Antarctica e Bohemia, da AB Inbev, Sadia e Natura, têm configurado entre as 10 mais valiosas nestes 11 anos.

3. Foco no consumidor ajuda a pautar estratégias de negócio

Marcas com propósito centrado no consumidor, que são orientadas para não apenas atender necessidades, mas superar expectativas, normalmente se destacam da concorrência com inovação, criando com isso uma vantagem competitiva.

A Skol, a marca mais valiosa do Brasil por 5 anos consecutivos (2013 a 2017) e a mais valiosa da América Latina entre 2015 e 2016, é um bom exemplo desta estratégia: há consistência em seu posicionamento, que aposta em um público mais jovem, disposto a adotar uma marca para a vida toda. A Skol tem também patrocinado festivais de música para este público, o que tem fortalecido a sua relação com o mesmo.

Outra marca com este posicionamento é a rede de farmácias Raia Drogasil, que tem inovado ao criar, por exemplo, a figura da consultora de beleza em suas lojas, oferecendo um serviço diferenciado em relação a concorrência e que vem sendo percebido positivamente pelos investidores da bolsa de valores e pelos consumidores: a marca Drogasil cresceu 122% em 2017, passando para USD 624 milhões, e a marca Raia cresceu 125%, para USD 481 milhões.

4. Marcas ícones ganham pontos no longo prazo

São consideradas marcas ícones aquelas que têm fortes laços com a população e exploram atributos emocionais que são altamente associados às necessidades locais. O banco Bradesco é um forte exemplo de ícone local. Sendo tradicionalmente um banco voltado para a classe média, ele tem ampliado a sua estratégia de marca para a população de baixa renda, criando desta forma um vínculo emocional por ser considerado um banco de “portas abertas” para todos os públicos. Isso tem refletivo positivamente no seu valor de marca: o banco é a marca mais valiosa do Brasil nesses 11 anos do ranking BrandZ brasileiro, a 2a marca mais valiosa em 2017 e a marca de banco mais valiosa por 5 anos consecutivos.

5. Sua marca é seu melhor seguro em tempos de crise

Marcas são uma espécie de seguro contra períodos de crise financeira e geram valor para os acionistas. Em 2008, o mundo sofreu uma das piores crises financeiras da história, iniciada nos Estados Unidos com o colapso da bolha especulativa no mercado imobiliário e a falência do banco de investimento Lehman Brothers. Como resultado, a bolsa de valores de São Paulo encerrou 2008 com uma queda de 41%.

Já o valor total das marcas brasileiras mais valiosas em 2009 (data-base 2008) decresceu apenas 7% em dólar, uma evidencia de que as marcas ajudam a proteger o valor do acionista em períodos de crise. Já em 2017 (data-base 2016) o valor total das 50 marcas mais valiosas (para efeito de comparabilidade com 2016) cresceu 70% em dólar, enquanto o Ibovespa cresceu 38.9%, demonstrando que marcas fortes e valiosas geram ganhos superiores à média de mercado, garantindo um retorno ainda maior.

Fonte: Istoé
Por: Eduardo Tomiya

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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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