Itaú, Bradesco and Skol is the most valuable brands of the 2014 Brazil

The financial market once again dominated the top of the ranking of the most valuable brands in Brazil, whose 2014 Edition released on Thursday (4) by consultancy Interbrand. The Ita remained in the lead, with brand value estimated at r $ 21,68 billion. In the Deputy leadership remains the Bradesco, whose stretcher is evaluated in R $ billions small. The highlight of the year is the Skol, who had a growth of 23%. The beer brand replaced the Banco do Brazil and took the 3rd position.
Another highlight of fall was Petrobras, whose brand value fell 23% or almost $ 2 billion. The oil company fell from fifth to seventh position.
"Greater Government interference, less favourable financial results and allegations of corruption have reduced the strength of these historically strong brands", highlights the Interbrand.
The Brahma took the 5th position and Natura climbed to the 6th position. Complete the Top 10: Antarctica, Alive and BTG Pactual, who remained in the same places.
This year's Interbrand report highlights that, for the first time, the sum of the value of the 25 most valuable Brazilian brands exceeded US $ 100 billion (R $ 101,284 billion in 2014 against r $ 94,959 billion in 2013), registering a growth of 7% in comparison with the previous year.
The financial services sector remains a leader in value, concentrating 49% of the market value of the entire portfolio. "High profitability margins, commitment to
investments in brand and strong emotional bond with consumers make these tags true national champions ", says the report. The beverage sector, Deputy leader in concentration of value, represents 25% of the total. According to Interbrand, brands of liquor were benefited in 2014 by big events like Carnival and the World Cup.
New in this year's rankings are Magazine Luiza and the network, the market of payment systems.
The ranking takes into account mainly the financial results of the company, the influence of the mark in the process of customer choice and the ability to overcome competition and ensure demand and gains over time.