Technology companies dominate the global brand value rankings. According to the Kantar BrandZ Global 2025 report, Apple ($1.29 trillion), Microsoft ($884.8 billion), Google ($944.1 billion), and Amazon ($866.1 billion) lead the top 4 worldwide. In Brazil, Interbrand's ranking lists Itaú (R$ 46.9 billion), Bradesco (R$ 27 billion), Skol (R$ 18.9 billion), and Brahma (R$ 13.7 billion) among the most valuable. 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 understanding the product and its differentiator, as well as defining the positioning, sales channel, and appropriate promotion for the right audience," explains Jéssica. To define 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 are talking to is essential to improve commercial performance," he warns.It is necessary to map the ideal audience (persona), identify a niche of activity, develop a coherent visual identity, and invest in multichannel communication strategies.
Another key point is the development of a clear value proposition that creates differentiation and connection with the consumer. This includes everything from caring for the customer experience, through service, to after-sales and internal processes that ensure the consistency of this delivery. "Brands that stand out are those that invest in people and the customer experience, which make all the difference. Measuring, analyzing, and continuously adjusting the results allows marketing to be a growth tool and not just a promotional one," he concludes.
