Natura is 21 times more than the brand Sugar Loaf

The Natura cosmetics brand is the most valuable national, according to retail consultancy Interbrand's ranking. Worth $ 3.9 billion--eight times more than the fashion stores Renner, runner-up in the list, and 21 times more than the sugar loaf, the largest premium flag group of supermarkets in the country.
The Interbrand for the first time includes Brazilian companies in the report about the most valuable retail brands in the world (see table). The study considers companies that publish financial statements, generate economic value added and are widely known in their markets of origin.
The message of Natura, "Well Well", is clear and easy to understand, say experts at Interbrand. Built a close relationship to its consumers and the innovation index is high: 67% of the portfolio is new products.
Renner grows-reached 176 stores in 2012-and has managed to keep the public satisfied. According to the balance sheet last year, 96% of its clientele (are 22 million people in total) claims to have been happy with their purchases.
At Casas Bahia, the largest retailer of furniture and appliances, the disagreements between the partners (Klein family, businessman Abilio Diniz and the controller of Grupo Pão de Açúcar, Jean-Charles Naouri) do not have damaged the brand. Consumers know exactly what to expect from the Casas Bahia: prices and payment terms attractive, says the study.
In addition to the Casas Bahia and supermarket Pão de Açúcar banner, the GPA appears in the ranking of the most valuable brands in Brazil twice more, with the network of hypermarkets Extra and shops appliance Ponto Frio.
For consultants Interbrand, the Extra command is going in the right direction to stop hitting the key of low price and promotions and find show that is a shop where the family can find what is appropriate for your lifestyle. Is a sign of maturity. The question is whether the consumer will receive and accept this new concept. The same path is being pursued by Ponto Frio: abandoned the slogan of "lowest price" and bet on innovation.
The fourth most valuable brand of national retail is, according to Interbrand, Lojas Americanas, which also controls the online retailer B2W. Lojas Americanas, with 731 stores, has a portfolio of 60 thousand items-toys the chocolates going through lingerie, CDs and DVDs. But the consultants note that the company is facing a serious challenge. Need to convince the consumer that what is purchased on your site will be delivered smoothly, within combined. "As well as other ' players ' in the industry, [American stores] had difficulties in adapting the physical business model for virtual, which caused the high rate of complaints mainly at the end of 2011," says Daniella Giavina-Bianchi, Executive Director of Interbrand in Brazil.
The list of the 50 most valuable brands of the United States, led by Walmart, the toy retailer Toy "R" Us was withdrawn. She held the 35th position. Last year had falling sales and has failed to attract the consumer to physical stores and the internet. The fashion retailer Abercrombie Fitch &, whose sales also have shrunk, no longer part of the list. The company closed 70 stores last year and will close more 180 until 2015. The plan is to grow abroad. Its new store in Hong Kong earned more than $ 1 million in the first five days.
The study notes that over the past five years, major retailers like Tesco (of England), Metro (Germany), Walmart and Carrefour have grown 2.5 times faster in developing countries than in their domestic markets. The slice that emerging markets have today in global consumption, of 32%, expected to reach 50% in little more than ten years.