British advertising giant WPP's brand design company Design Bridge and Partners recently unveiled the 2025 Brazil Brand Momentum Index. The survey reveals that Nubank, Natura, and iFood are the top three most influential local brands in Brazil.

According to Zhongjin's understanding, among the most influential international brands in Brazil, Duolingo, Google, and Nike are leading the pack.

Design Bridge and Partners have been focusing on researching brand strength and value since 2024. In their 2025 study, they expanded their analysis scope to consider consumers' perceptions and emotional impact on brands.

The survey covered 1,501 brands across 142 categories, evaluating four dimensions including differentiation, cultural relevance, favorability, and familiarity to measure brands' abilities in shaping cognition, influencing behavior, and cultural connections.

Marcelo Bicudo, the company's president, stated, "Contemporary brand influence has surpassed market familiarity or market size. Companies need to establish a unique code, connecting brands with relevant cultures, what we call 'cultural hacking,' meaning precisely tapping into key topics, engaging with influential individuals, and occupying cultural spaces."

Renato Juniel, the company's strategic director, emphasized that top-ranking brands possess both innovation and reputation. "These brands maintain brand reputation while introducing innovative elements, a balance that helps increase consumer acceptance of innovative ideas and change their consumption behavior."

In the realm of local Brazilian brands, Havaianas and O Boticário follow closely, maintaining influence by exploring cultural and regional characteristics. In the global brand rankings, technology companies and digital platform brands dominate, highlighting their significance in the daily lives of Brazilians.

Bicudo pointed out, "Influence is a vibrant asset that needs continuous nurturing. Brands that cannot keep up with cultural trends and technological change dynamics will quickly lose market space."