Movistar and Vivo are consolidating their positions at the top of the most valuable brands. Specifically, Movistar is the second most valuable brand in Spain and Vivo the seventh most valuable brand in Brazil, with an increase in value of 27% and climbing two positions, according to data from Kantar’s BrandZ.
Movistar, second most valuable brand in Spain
Movistar remains one of the most valuable brands in Spain. Specifically, it repeats second position with a value of 13,024 million dollars, behind only Zara (24,966 million dollars) and ahead of Iberdrola, which completes the podium with a brand value of 9,709 million dollars.
According to the data collected in the Kantar BrandZ report on the 30 most valuable Spanish brands in 2024, the value of these brands as a whole has increased by 12% compared to the previous year’s report, exceeding 100,000 million dollars.
This rise represents the highest annual growth rate recorded in this index in the last five years, so it can be deduced that the vast majority of brands in the ranking have experienced an increase in their brand value in the last twelve months.
Vivo rises in the most valuable brands in Brazil
In Brazil, Vivo’s brand value has risen by a not inconsiderable 27%, which has helped it to climb two places in the ranking since the previous edition and, in this way, to reach seventh position.
This growth is more than double that of the telecommunications sector as a whole, which is 12%. As a result, the value of Telefónica’s brand in Brazil stands at 3,348 million dollars.
The 50 most valuable brands in Brazil have a combined brand value of almost $83 billion, representing a 4% increase in total value since the ranking was launched in 2021.
While this may seem like modest growth, it must take into account the global environment and the challenges brands face.
To put this in context, the Kantar BrandZ Top 100 Most Valuable Global Brands report recorded a 2.3% decline in value over a similar two-year period.
Kantar BrandZ
Kantar BrandZ is the global standard measurement for assessing brand value, quantifying the contribution of brands to the financial performance of the business.
Kantar’s annual global and local brand valuation rankings combine financial data with consumer research on brand equity.
Since 1998, BrandZ has conducted interviews with more than 4 million consumers for 21,000 brands in 54 different markets.
