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Top 5 Most Valuable Brands in Brazil 2025 Highlights Nubank, Mercado Livre, and Banks in Exclusive Study by InfoMoney.
What has changed in the Brazilian market? Who leads the Most Valuable Brands in Brazil 2025? The ranking, prepared by TM20 in partnership with Brazil Panels and Elos Ayta, will be published exclusively by InfoMoney on November 3, 2025.
For the first time, private companies are also included in the evaluation, which expands the scope and relevance of the research.
The survey measures the strength, contribution, and financial value of brands, revealing the direct impact of these companies on the country’s economy.
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After nearly 30 bids and competition among industry giants, a Spanish company purchases one of the largest airports in Brazil for almost R$ 3 billion and takes over the management of Galeão in a concession that will last until 2039.
Nubank and Mercado Livre Dominate the Ranking
In 2024, Nubank took the top spot on the list, with a brand value estimated at US$ 26.446 billion.
The digital bank consolidated its presence in the national market and maintained a strong identity with consumers.
Right behind it is Mercado Livre, followed by major names such as Itaú, Vivo, and XP Investimentos, making up the top 5.
The inclusion of these brands at the top reinforces the transformation of the financial and digital sector in Brazil, where traditional banks share space with fintechs and e-commerce giants.
Study Gains Exclusivity at InfoMoney
InfoMoney becomes the official channel for disclosing the ranking of the Most Valuable Brands in Brazil, strengthening its position as a reference in business and finance.
According to the portal’s CEO, Matheus Lombardi, this new development marks an important advance:
“This is a reference study that values companies shaping the present and future of the Brazilian economy. We celebrate the partnership with TM20, which brings the necessary methodological rigor and trust to provide the market with an accurate portrait of the impact of the most influential brands in Brazil.”
Ranking Methodology: How Brands Are Evaluated
The research uses three main pillars: Brand Contribution, Brand Strength, and Financial Value.
Brand Contribution: measures attributes such as perceived quality, trust, innovation, and competitive pricing;
Brand Strength: analyzes influence at different stages of the consumer journey, from spontaneous recall to recommendation;
Financial Value: results from the combination of brand strength, its contribution, and financial indicators such as net worth and market value.
The study surveyed over 20,000 people in different regions of Brazil, which ensured greater coverage and diversity compared to previous editions.
Inclusion of Private Companies
One of the major differentiators of the Most Valuable Brands 2025 ranking is the inclusion of companies that are not listed on the stock exchange, but that have sufficient public data for evaluation.
In this edition, brands such as Caixa, Unimed, Sicoob, Globo, and Supermercados BH were incorporated into the survey, broadening the scope of analysis and valuing businesses that have a strong regional and national impact.
According to Eduardo Tomiya, CEO of TM20 Branding, this change brings a more complete view of the market:
“This approach allows companies to understand the real impact of their brands on economic results and manage their growth more effectively.”
Importance for Banks and Major Brands
The financial sector remains a key player in the ranking. In addition to Nubank, other banks like Itaú and Sicoob reinforce the strength of financial institutions in building the Brazilian economy.
The spotlight also goes to technology and communication companies, like Globo and Vivo, which enhance their relevance amid an increasingly digital and competitive market.
A Study with Legacy
Since 2003, TM20 has developed the survey in partnership with Brazil Panels and Elos Ayta, led by Einar Rivero. The methodology, created by Tomiya, has evaluated over 500 branding projects and has become a reference in Brazil.
The new model for 2025 not only shows who the most valuable brands in Brazil are but also indicates consumer trends and innovations that will guide the market in the coming years.
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