What's the secret to a successful brand? Expert points to planning as the solution

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 four. In Brazil, the Interbrand ranking lists Itaú (US$46.9 billion), Bradesco (US$27 billion), Skol (US$18.9 billion), and Brahma (US$13.7 billion) among the most valuable. What do all these brands have in common? According to strategic management specialist Jéssica Fahl Ribeiro, planning is key.

"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 differentiator, to defining the positioning, sales channel, and appropriate marketing for the right audience," explains Jéssica. Defining who the product or service is aimed at requires planning. "Companies that ignore planning and shoot in all directions often 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 key point is building a clear value proposition that generates differentiation and connection with the consumer. This includes everything from customer experience care, through customer service, to after-sales and the internal processes that ensure consistency. "Brands that stand out are those that invest in people and the customer experience, which makes all the difference. Continuously measuring, analyzing, and adjusting results allows marketing to be a tool for growth, not just for promotion," he concludes.