Tech 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, the Interbrand 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. What do all these brands have in common? According to Jéssica Fahl Ribeiro, a specialist in strategic management, planning is the key.
What is the secret of a successful brand? Expert points out planning as the solutionAnother essential aspect is crafting a clear value proposition that fosters differentiation and connection with consumers. This includes caring for the customer experience, from service to post-sales, and the internal processes that ensure consistency in delivery. “Brands that stand out are those that invest in people and customer experience, which makes all the difference. Continuously measuring, analyzing, and adjusting results enables marketing to be a growth tool rather than just a promotional tool,” she concludes.
