Technology companies dominate global brand value rankings. According to the Kantar BrandZ Global 2025 report, Apple (US$1.29 trillion), Microsoft (US$884.8 billion), Google (US$944.1 billion), and Amazon (US$866.1 billion) lead the global top 4. In Brazil, Interbrand’s ranking features Itaú (R$46.9 billion), Bradesco (R$27 billion), Skol (R$18.9 billion), and Brahma (R$13.7 billion) among the most valuable brands. What do all these brands have in common? According to Jéssica Fahl Ribeiro, a strategic management specialist, planning is the secret.
“It’s difficult to have a magic formula that works for all brands, but strategic planning is essential. It involves everything from understanding the product and its differentiators to defining positioning, sales channels, and appropriate promotion for the right audience,” explains Jéssica. To determine who the product or service is aimed at, planning is necessary. “Companies that ignore planning and shoot in all directions usually waste resources. Knowing who you’re talking to is essential to improving commercial performance,” she warns. It’s necessary to map the ideal audience (persona), identify a niche, develop a coherent visual identity, and invest in multichannel communication strategies.
Another fundamental point is building a clear value proposition that creates differentiation and connection with the consumer. This includes everything from customer experience care, through service, to post-sales and internal processes that ensure consistency in delivery. “Brands that stand out are those that invest in people and customer experience, which make all the difference. Measuring, analyzing, and continuously adjusting results allows marketing to be a growth tool and not just a promotional one,” she concludes.
