Nubank, iFood and Havaianas lead the list of the ten brands that have reached the highest level of engagement with consumers in Brazil in 2021. The ranking “The brands that won over Brazil” was carried out by ecGlobal, a market research platform, based on the NLS index (Net Love Score), which measures the level of the emotional connection of the consumer with each brand and helps to identify which aspects impact this connection. Brands from 30 categories and 9 product and service segments were evaluated.
A ranking of the ten dearest Brazilian brands of 2021 has the digital bank Nubank in the first place, with a NLS of 108.00. The delivery platform iFood comes in second, with a NLS of 102.31; and Havaianas in third, with a NLS of 96.06. Netflix, which appeared in second last year, this time came in fourth. Completing the 2021’s list: Coca-Cola, WhatsApp, Uber, Omo, Samsung, YouTube, and Nestle.
According to ecGlobal, the connection between the consumer and a brand is the result of experiences that make up the entire user journey – and here, everything matters: interactions, communication strategies, contact channels available, company positioning and values, benefits added to the product/service.
The consumption relationship and the consumer’s perception of the importance or value of a brand are also subject to external interferences, of course. In last year’s edition, for example, the first year of the pandemic, the top 3 were WhatsApp, Netflix and YouTube. “In a period of isolation, these brands were fundamental and even became indispensable for people to fulfill communication and leisure needs,” explains Adriana Rocha, founder and co-CEO of ecGlobal.
In this year, there was a shift and the brands that led are those that offer products and services that bring more convenience and ease to the routine. The NLS index considers indicators such as Intensity, Loyalty, Preference, Amplitude, “Love Power”, and “Loyalty Score”, to equate the bond between consumers and brands.
In the 2021 edition, ecGlobal also included new categories such as delivery service apps, household cleaning products, laundry products, construction and decoration materials, video and music streaming services, and pay TV channels.