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

Merco, a reputable research and monitoring company, which conducts reputation studies and publishes reference rankings in Latin America, Spain, Portugal and Italy, with operations in 19 countries, in total, presents the 11th edition of the Business Reputation ranking in Brazil.In the survey, which focuses on the performance of the 100 best companies in 2024, Natura leads, followed by Mercado Livre and Ambev. Eight sectors make up the companies in the Top 10 of the research, with emphasis on the Cosmetics and Perfumery sector.

The study also includes the Boticario Group (4th), Itau Unibanco (5th), Google (6th), Nestle (7th), Toyota (8th), Magazine Luiza (9th) and Nubank (10th).

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

“Parapologizamos all companies that make corporate reputation a commitment to their stakeholders and society. By recognizing the best companies in Brazil, we offer companies a fundamental tool for management and decision making, allowing them to understand and evaluate the reputation and its impacts on different audiences of relationship”, he explains Lylian Brandao, CEO of Merco Brasil.

Methodology

In this edition, Merco had 26 sources of information. The research field was conducted in Brazil, from April to December 2024, consisting of 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 representatives of NGOs; 67 members of the government; 71 social media managers and 4,467 consumers (Merco Sociedade). In addition, the survey considered 9, 2 students as experts from the HR.2.2.

Through a careful multistakeholder analysis, the company's evaluations are obtained in the variables that most impact corporate reputation, including: economic and financial results, quality of commercial offer, talent, ethics, corporate governance, international dimension, innovation, communication, environment, social commitment, management and strategy.

In addition to these evaluations, an analysis of the digital reputation of companies was also carried out through Merco Digital, with 950,616 mentions analyzed in digital channels and social media of the 100 companies evaluated. And a last step, with the evaluation of objective indicators, from a survey answered by the companies themselves.

It should be noted that one of the highlights of this edition of the ranking is the fact that the communication of these organizations have also been recognized. This is because, for business journalists consulted, the corporate communication teams that best transmit information and maintain a good reputation over time were those of the companies Google (1st), Natura (2nd), Nubank (3rd), Apple (4th), Mercado Livre (5th), Itau Unibanco (6th), Coca-Cola (7th), Ambev (8th), Unilever (9th) and Boticario Group (10th).

“About the best companies in communication, we note the contribution of this recognition. Therefore, it is not enough that companies have good initiatives, but that they are clearly and widely communicated to the ecosystem of which they are part. Therefore, we understand that this factor directly influences the business reputation of a brand”, analyzes Lylian.

When the analysis focuses on specific business sectors, the impact of diversity in the ranking is seen positively by Merco. In 2024, companies from 44 different areas were recognized in the sectorial ranking, especially the eight sectors that make up the companies in the Top 10 of the survey, which are: Cosmetics and Perfumery; Financial Services; Beverages; Electronic Commerce; Digital Industry; Food; Automotive Industry and Retail. This shows that business reputation increasingly permeates the entire industry.

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

The complete Merco methodology can be checked at https://www.merco.info/br/.

Merco Business Reputation Ranking 2024:

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

(Ranking companies with best reputation by industry)