Global Best Brand Rankings 2022: Brazil

YouGov
November 16, 2022, 2:00 PM GMT+0

O Boticário tops YouGov’s Best Brand Rankings 2022: Brazil

YouGov analysis reveals O Boticário as the best ranked brand among consumers in Brazil, up from second place in 2021.

YouGov Global Best Brand Rankings are based on scores taken from YouGov BrandIndex – our industry-leading brand health tracker. The metric used is Index: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.

Get the free full global rankings lists, including the 10 top brands and 10 most improved brands in 20+ markets here.

In Brazil, the top ranked brand was O Boticário, with an average score of 66.3. Not far behind, Colgate placed second with Brazilians, securing an aggregate Index score of 62.3 during the measured period. Of note, Colgate placed first in YouGov's Best Brand Rankings in Mexico, and in third place in Brazil in 2021. In third and fourth position were Netflix and Natura, with scores of 61.1 and 60.2 respectively. Despite a significant positive increase in Index score as highlighted in the Top Improvers table below, Nike places fifth in overall rankings in Brazil for the second consecutive year with a score of 59.5.

YouTube is the most improved brand in Brazil

6th in the top rankings for Brazil, YouTube is the country's most improved brand in 2022, with YouGov BrandIndex data indicating an increase of 5.9 points. Nike improved 4.5 points in Brazil year-over-year, with Lacoste's 4.4 point increase not far behind.

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Methodology

The brands in YouGov Annual Rankings were ranked based on the Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.

The Best Brand Ranking charts show the brands with the highest average Index scores between September 28, 2021, to September 27, 2022. The Best Brand Improvers charts rank the brands with the highest increase in index scores, comparing scores from the previous 12-month period.

All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 18 months to appear in the Improvers tables.

Get the free full global rankings lists, including the 10 top brands and 10 most improved brands in 20+ markets here.