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

A Merco, reputation research and monitoring company, that conducts reputation studies and publishes benchmark rankings in Latin America, Spain, Portugal and Italy, with operations in 19 countries, no total, presents the 11th edition of the Corporate Reputation ranking in Brazil. In the survey, what focuses 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 survey, with a focus on the Cosmetics and Fragrance sector

About the top 10 ranked 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 among the priorities of large organizations. The 15 companies, eight are newcomers: L’Oréal, Colgate-Palmolive, Mastercard, Diageo, Dengo, Bimbo Group, Kimberly-Clark and Vibra Energia. About the organizations that returned to the Top 100 in 2024, they are Visa, Dell, Uber, Tetra Pak, Siemens, Accenture and CPFL

We congratulate all companies that make corporate reputation a commitment to their stakeholders and to society. When recognizing the best companies in Brazil, we offer companies a fundamental tool for management and decision-making, allowing to understand and evaluate reputation and its impacts on different stakeholder audiences, explainLylian Brandão, CEO of Merco Brazil

Methodology

In this edition, Merco relied on 26 sources of information. The research field was conducted in Brazil, from April to December 2024, composed of 15.341 interviews. The consulted stakeholders 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 government members; 71 social media managers and 4.467 consumers (Merco Society). Furthermore, the research considered 9.726 interviews from the Merco Talento 2024 ranking, that considers the opinion of employees, HR specialists and students

Through a thorough multistakeholder analysis, the evaluations of companies are obtained from the variables that most impact corporate reputation, among them: economic and financial results, quality of the commercial offer, talent, ethics, corporate governance, international dimension, innovation, communication, environment, social commitment, management and strategy

In addition to these evaluations, a digital reputation analysis of the companies was also conducted through Merco Digital, with 950.616 mentions analyzed in digital channels and social media of the 100 companies evaluated. It is a final step, with the evaluation of objective indicators, based on a survey answered by the companies themselves

It is worth emphasizing that one of the highlights of this edition of the ranking is the fact that the communication of these organizations has also been recognized. This is because, for the consulted business journalists, the corporate communication teams that best convey information and maintain a good reputation over time were those of the companies Google (1st), Nature (2nd), Nubank (3rd), Apple (4th), Mercado Livre (5th), Itaú Unibanco (6th), Coca-Cola (7th), Ambev (8th), Unilever (9th) and Grupo Boticário (10th)

About the best companies in communication, we noted the contribution of this recognition. Therefore, it is not enough for companies to have good initiatives, but that they are communicated clearly and broadly to the ecosystem of which they are a part. That's why, we understand that this factor directly influences the business reputation of a brand, analysisLylian

When the analysis focuses on specific business sectors, the impact of the diversity present in the ranking is viewed positively by Merco. In 2024, companies from 44 different sectors were recognized in the sector ranking, with a focus on the eight sectors that make up the companies in the Top 10 of the survey, what are: Cosmetics and Fragrance; Financial Services; Drinks; E-commerce; Digital Industry; Food; Automotive Industry and Retail. This shows that corporate reputation increasingly permeates the entire industry

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

The complete Merco methodology can be found athttps://www.merco.info/br/.

Merco Business Reputation Ranking 2024:

* The methodology established by Merco for preparing the ranking is independently reviewed byKPMG.

(Ranking of companies with the best reputation by sector)