The annual report on the most valuable Brazilian brands.
The value of the Itaú brand, the country’s largest private sector bank, increased by 12% from the previous year, to R$25.0 billion. Among other ambitious marketing efforts, Brazil’s banking giant has continued its drive towards sponsorships of major sporting events. For instance, the famous Miami Open tennis tournament will continue to be billed as the ‘Miami Open presented by Itaú’, with the relationship in place until 2024.
Itaú is ramping up its international presence and continues to amplify its brand value. The brand’s growth reflects a global trend among banking and financial services brands, as the damaging legacy of the financial crisis slowly fades away and banks focus their efforts towards aspects of their brand strength, launch new marketing initiatives, and combine these with new technology investments.David Haigh, CEO, Brand Finance