Natura, Mercado Livre, and Ambev lead the ranking of companies with the best reputation in Brazil in 2024, according to Merco

Merco, a company specializing in research and reputational monitoring, which conducts reputation studies and publishes benchmark rankings in Latin America, Spain, Portugal, and Italy, operating in 19 countries in total, presents the 11th edition of the Corporate Reputation Ranking in Brazil. In the survey, which focuses on the performance of the top 100 companies in 2024, Natura leads, followed by Mercado Livre and Ambev. Eight sectors make up the Top 10 companies in the study, with the Cosmetics and Perfumery sector standing out.

Regarding the top 10 companies on the list, the study also includes Grupo Boticário (4th), Itaú Unibanco (5th), Google (6th), Nestlé (7th), Toyota (8th), Magazine Luiza (9th), and Nubank (10th).

The rise of 15 new companies among the Top 100 reinforces the importance of corporate reputation as a priority for large organizations. Of these 15 companies, eight are newcomers: L’Oréal, Colgate-Palmolive, Mastercard, Diageo, Dengo, Grupo Bimbo, Kimberly-Clark, and Vibra Energia. Among the organizations that returned to the Top 100 in 2024 are Visa, Dell, Uber, Tetra Pak, Siemens, Accenture, and CPFL.

“We congratulate all companies that make corporate reputation a commitment to their stakeholders and society. By recognizing the best companies in Brazil, we provide organizations with a fundamental tool for management and decision-making, allowing them to understand and evaluate reputation and its impacts on different stakeholder groups,” explains Lylian Brandão, CEO of Merco Brasil.

Methodology

In this edition, Merco utilized 26 sources of information. The research fieldwork was conducted in Brazil between April and December 2024 and included 15,341 interviews. The stakeholders consulted were: 565 directors of large companies; 72 university professors; 65 business journalists; 65 financial analysts; 63 consumer associations; 66 unions; 71 NGO representatives; 67 government members; 71 social media managers; and 4,467 consumers (Merco Society). Additionally, the study considered 9,726 interviews from the 2024 Merco Talent Ranking, which includes opinions from employees, HR experts, and students.

Through a rigorous multi-stakeholder analysis, company evaluations are obtained based on variables that most impact corporate reputation, including: economic and financial results, quality of commercial offerings, talent, ethics, corporate governance, international presence, innovation, communication, environment, social commitment, management, and strategy.

In addition to these evaluations, a digital reputation analysis was conducted via Merco Digital, with 950,616 mentions analyzed across digital channels and social media for the 100 companies assessed. A final stage included evaluating objective indicators, based on a survey completed by the companies themselves.

It’s worth noting that one of the highlights of this edition is the recognition of these organizations’ communication efforts. According to the business journalists consulted, the corporate communication teams that best convey information and maintain a strong reputation over time are those from Google (1st), Natura (2nd), Nubank (3rd), Apple (4th), Mercado Livre (5th), Itaú Unibanco (6th), Coca-Cola (7th), Ambev (8th), Unilever (9th), and Grupo Boticário (10th).

“Regarding the best companies in communication, we observe the contribution of this recognition. Therefore, it’s not enough for companies to have good initiatives; they must also communicate them clearly and broadly to the ecosystem they belong to. This factor directly influences a brand’s corporate reputation,” analyzes Lylian.

When the analysis focuses on specific business sectors, the diversity in the ranking is viewed positively by Merco. In 2024, companies from 44 different sectors were recognized, with eight sectors represented in the Top 10: Cosmetics and Perfumery; Financial Services; Beverages; E-commerce; Digital Industry; Food; Automotive Industry; and Retail. This shows that corporate reputation increasingly permeates all industries.

Below, check out the complete Top 100 list, as well as the Top 3 companies with the best reputation in each of the 44 sectors.

The full Merco methodology can be found at https://www.merco.info/br/.

Merco Corporate Reputation Ranking 2024:

* The methodology established by Merco for compiling the ranking is independently reviewed by KPMG.

(Ranking of companies with the best reputation by sector)