Ranking Marcas Brasileiras Mais Valiosas 2012

Marcas Brasileiras
Mais Valiosas 2012
Interbrand São Paulo
www.interbrandsp.com.br

| Marcas Brasileiras Mais Valiosas 2012 | 06 Dezembro

Tuesday, December 18, 2012

Aprendizados
do Ranking 2012
2 | Marcas Brasileiras Mais Valiosas 2012 | 06 Dezembro


Valor do portfolio das 25 marcas
brasileiras mais valiosas

R$ 95,9 bilhões
Maioria das marcas apresentou crescimento



TOP 5

Representa 72% do total
Nossas marcas ainda buscam consolidação



25° marca

R$ 250 milhões
Cada vez mais difícil estar entre
as marcas brasileiras mais valiosas



Novos entrantes

Totvs e Magazine Luiza



De volta!

Havaianas



Destaques

Hering, Casas Bahia e Cielo



Serviços Financeiros

Representam 53% do total
do valor do ranking

Redução de taxas de juros,
pressão pela eﬁciência

Reinvenção das marcas para
adaptar-se ao novo modelo



Varejo

Crescimento médio de 25,2% em relação a 2011

Oportunidade de elevar as marcas a um novo
patamar

Desaﬁo de alinhar a experiência do varejo físico
com o digital



Telecomunicações

Consolidação das marcas
em ofertas convergentes

Pressão do regulador para a entrega
da promessa de marca

Capacidade de resposta será
fundamental para o futuro



Business to Business

Importância da marca como blindagem

Capacidade de resposta em momentos de crise

Menos commodities e mais serviços



Marcas Brasileiras
Mais Valiosas 2012



Top 5



345

2345

12345

Brand valuation:
a versatile strategic tool for business

Mike Rocha
Diretor Global de Brand Valuation da Interbrand

30 | Best Brazilian Brands 2012 6th December 2012


Leader in brand valuation

1988 1990 2000 2010
s
“Most Useful
Rankings to
CEOs” —PR
Week

1. Fortune 500

Interbrand conducts 2. Best
Companies to
ﬁrst ever brand Work for

valuation as part 3. Interbrand’s

of hostile take over
Best Global First company to be
Brands
certified as compliant
defense for Rank
with new brand
Hovis McDougall
valuation standard
(ISO 10668) as well as
First Best Global
playing a leading role
Brands published
in developing standard
Thought leadership, Voted one of the
educating the broader three most influential
business community benchmark studies
by global business
leaders


Combining brand analysis with a ﬁnancial model of the business
allows us to arrive at a single measure of the brand’s
contribution to business results. Brand value.

$ %
B

1. Financial analysis 2. Role of Brand 3. Brand Strength 4. Brand Value

Financial forecasts The influence of the Diagnostic tool A single measure
form the foundation brand on customer measuring brand of the brand’s
of our valuation choice, relative to performance relative contribution to
other factors to competition business results

Shows where A stronger brand
investment in brand leads to more loyal
will have the biggest customers, reducing
impact risk and increasing
value


Para ver o vídeo da metodologia, acesse: http://goo.gl/9YXc2


Brand Strength internal and external factors
Clarity Authenticity
Clarity internally about what the brand stands for and its values, The brand is soundly based on an internal truth and capability. It has a defined heritage and a well
positioning and proposition. Clarity too about target audiences, customer grounded value set. It can deliver against the (high) expectations that customers have of it.
insights and drivers. Because so much hinges on this, it is vital that these
are articulated and shared across the organization.

Relevance
Commitment The fit with customer/consumer needs, desires, and decision criteria
across all relevant demographics and geographies.
Internal commitment to brand, and a belief internally in the
importance of brand. The extent to which the brand receives support
in terms of time, influence, and investment.
Differentiation
INTERNAL FACTORS

The degree to which customers/ consumers perceive the brand to have a
Protection differentiated positioning distinctive from the competition.

How secure the brand is across a number of dimensions:
legal protection, proprietary ingredients or design, scale
or geographical spread. Consistency
The degree to which a brand is experienced without

Responsiveness fail across all touchpoints or formats.

EXTERNAL FACTORS
The ability to respond to market changes. challenges and opportunities. The
brand should have a sense of leadership internally and a desire and ability to
Presence
constantly evolve and renew itself.
The degree to which a brand feels omnipresent and is talked
about positively by consumers, customers and opinion formers
in both traditional and social media.

Understanding
The brand is not only recognised by customers, but there is also an in-depth knowledge and
understanding of its distinctive qualities and characteristics (Where relevant, this will extend to
consumer understanding of the company that owns the brand).


Core beneﬁts of Brand Strength analysis

1 Creates a common language for discussion of brand
performance around the business

Provides global and local managers with actionable insights to make informed
2 marketing decisions (a planning tool that lets you know what to do next rather than
rear view mirror measurement of past performance)

Consideration of internal factors provides greater insight into
3 likely future performance (strong internal brand more likely
to lead to a strong external brand)

4
Allocating responsibility for performance on Brand Strength
factors to functions builds engagement and a sense
of responsibility for the brand across the organization


Having arrived at a ‘Base Case’ valuation we are able to
conduct scenario analysis to understand the impact on
value from improvements in brand performance

Illustrative
Brand Strength Score

67 68 69 70 71
23% 10,618 10,974 11,333 11,696 12,063
Role of Brand

24% 11,080 11,451 11,826 12,205 12,587
25% 11,542 11,928 12,318 12,713 13,112
26% 12,004 12,405 12,811 13,222 13,636
27% 12,465 12,882 13,304 13,730 14,161


Core beneﬁts of conducting a brand valuation with Interbrand

Brand value serves as a meaningful performance indicator used to focus
1 and motivate management on how brand creates value and drives a ﬁrm’s
strategic vision

Informs ROI assessment and resource allocation based on the
2 opportunities that are expected to have the greatest impact on business
and brand value

Helps to support a business case for brand investment, using scenario
3 modelling to help identify the strategy that will deliver the most value for
the business


Marcas Brasileiras
Mais Valiosas 2012
Para saber mais: www.rankingmarcas.com.br



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Ranking Marcas Brasileiras Mais Valiosas 2012