Most trusted brands in Brazil

Ipsos recently published their ‘Most trusted Brands report 2016’, in Brazil, and for other countries worldwide. This survey, now in its 5th year in Brazil, is conducted annually and evaluates many leading brands and their power of influence in daily life and consumer behaviour in 19 different countries.

The survey provides insight into which companies and kinds of companies are trusted the most, and also what criteria consumers from different countries use when attributing trust or value to a brand.

It analyzes how the public classifies each brand within 57 attributes, which measure, for example, whether the company is part of the daily life of the interviewees, whether it really understands the needs of consumers, inspires confidence, etc.

In addition to listing brands by their influence, the research helps to understand how other five major dimensions – Leadership / Innovation, Trust, Presence, Social Responsibility and Engagement – correlate with this influence.

In Brazil, the survey was done via online panels with 2,016 people.

The survey found that in Brazil, drivers who had the greatest impact on influence were:

  • Leadership / Innovation (37%)
  • Social Responsibility (23%)
  • Confidence (21%)

Even with a lower weight, Presence (11%) and Engagement (8%) also contributed to influence building.

The Top 10 companies were ranked as follows

1. Google

2. YouTube

3 Facebook

4. Microsoft

5. Samsung

6. Nestlé

7. Netflix

8. Colgate

9. Havaianas

10. Caixa

By comparing how the list has evolved over the years we can see which brands have gained or reduced in influence or popularity.

From a localization perspective this data is interesting for a few reasons. The list reflects not just the changing preferences of a growing dynamic country, but by focusing in on the language used by the highly ranked brands in their products and communications we can get a sense of how Brazilian consumers these days are used to being communicated with, and we can adapt our translation style to reflect this contemporary approach.

So, the influencers of today are not just influencing consumers and consumer behaviour but also the language of consumers and their expectations around language style.

It is interesting to note the type of companies that make up the top 10 or top 20, and to consider whether the ranking reflects a largely global trend, or whether it contains trends that are unique to Brazil.

Marketers can study how these companies represent and position their brand within the Brazilian market, and pay attention to whether there are any differences to the way in which the Brazilian companies communicate, compared with those from other countries.

Regardless, any company looking to launch marketing campaigns in Brazil should pay close attention to the key ‘Influence Drivers’ mentioned in the report, and determine if they can promote some of these as part of their brand to assure future success.

Social Responsibility would seem to be particularly important to the Brazilian public – Brazilians want to see more brands who operate ethically, sustainably and with the greater good in mind.

What are the most successful or impactful brands in Brazil for you? We would love to hear your top choices and your reasons why!



Cosmetic Dentistry booms in Brazil – Lessons for Localization.

Translation and localization for Life Sciences in Brazil.

Brazilians have always taken great pride in their personal appearance, and for many years now have been early and passionate adopters of cosmetic procedures, as well as providing a vast market for companies producing cosmetics, fragrances, and personal grooming products. We have long enjoyed a reputation for promoting a ‘body beautiful’ culture, and now we see that achieving the perfect winning smile is becoming increasingly important and popular.

Recently we read two interesting press releases reflecting the growing opportunities for companies providing dental solutions in Brazil, as well as some interesting takeaways for the wider healthcare industry.

Align Technologies, the manufacturers of the award winning Invisilign invisible orthodontics announced they have purchased their Brazilian Distributor Align Technology Do Brasil LTDA in Sao Paulo.  The Sao Paulo office will be Align’s first office in South America from where they will spearhead their expansion plans. Their VP for the Americas is quoted as saying:

“Brazil is estimated to have approximately 1.4 million new orthodontic case starts each year and employs nearly 20% of world’s dentists. As the world’s second largest market for cosmetic interventions, Brazil represents a tremendous growth potential for Align. The Latin America region is an emerging market for Align and this acquisition will help establish our leadership position in the region and support our long-term growth strategy,”

Marketing plays a key role

In related news, iData Research, a leading market research firm for the medical device industry released a series of reports focussing specifically on the market for dental implants in Brazil, as well as the manufacturers who meet the growing demand. According to iData Research, The Brazil dental implant fixtures and final abutments market is expected to reach $489 million by 2023, and is currently experiencing double digit growth. iData Research goes on to report that the market is split between major international brands who have high costs but who position and sell their dental and orthodontic products at a premium price, and smaller, local, less expensive solutions, who provide generic products which sell at a lower price, and are often attractive to the average cost-conscious Brazilian. Non Brazilian companies are also faced with costs for local tariffs, import costs and other set-up expenses in Brazil.

Their reports go on to talk about how CAD/ CAM suppliers are facilitating growth and choice in the market by providing increasingly cheap and sophisticated solutions to provide dental implants.

Translation and Localization Lessons for Brazil

So what can we glean from these findings?

  • Well, firstly, that products associated with health, fitness and beauty have a massive market potential in Brazil.
  • To be successful in selling here, companies obviously need to translate their content and messaging into Brazilian Portuguese; English will not work.
  • Therefore, we will see increased demand for experienced medical translators who have the requisite experience in translating the wide range of documentation and regulatory documentation required when launching and marketing medical device products, as well as being able to translate the marketing content which will help promote them.
  • Some of these medical translators will also need to have experience in the Software and CAD/ CAM arena to support the new solutions being used. This combination may not be easy to find.
  • In addition, we will see a general need for more and more translators to work on a wide range of health and fitness content for Brazil, as this is a sector that continues to boom.
  • Accuracy and Domain expertise in Life Sciences and Health is crucial, otherwise products will not be approved for sale locally, even the slightest simple mistake can be hugely expensive and damaging to a brand.
  • In addition, companies need to differentiate themselves through their marketing messaging, not always an easy thing to do, when you are competing with generic, cheaper providers.
  • It is important that companies work closely with their local marketing teams and translation service providers to accurately define and convey their key differentiators and how to get these across through the brand.

So to summarize, the increase in cosmetic dentistry and other products will bring both opportunities and challenges for manufacturers and for their translation partners.

TextTrans has been working in this space for many years now, and we have the teams and experience to support these types of requirements. If you would like to talk to us about your needs, please contact us here.