Grupo Attitude - The twenty most potent corporate reputations in Brazil contributing US$130bn of shareholder value

Reputation is crucial when it comes to company value and the first evaluation of Brazilian companies by Reputation Dividend has shown its accounting for close to 33% of the total market cap of the country's largest companies

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Grupo Attitude e Reputation Dividend

Jul 30, 2015, 03:46 ET

SAO PAULO, July 30, 2015 /PRNewswire/ -- Reputation Dividend (www.reputationdividend.com), in cooperation with Grupo Attitude (www.attitudesa.com), announced today the 2015 Brazil Reputation Dividend Report. This first look ever studied 34 companies of the Bovespa Index ("Ibovespa"), which currently comprises shares of 61 companies. Although they represent just 56% of all Ibovespa companies, they account for 90% of its total weighted average (more actively traded and better representative stocks of that market), and where selected based on higher market caps, liquidity and analyst coverage.

For Simon Cole, Founding Partner of Reputation Dividend, "the Top 5 companies in terms of Reputation Premium were Cielo, Smiles, Ultrapar, Ambev and BRF. Each one of them is commanding a corporate reputation that is currently inspiring investor confidence to the extent that it is accounting for at least 43% of market capitalization. The twenty most potent corporate reputations in Brazil account for US$130 billion (average of 33%) of the total market cap of US$399 billion (as of June, 2015). This not only demonstrates the importance of these assets but also underlines the critical role of effective reputation management in order to secure shareholder value already created and realise further growth potential".

Position	Company	Ticker	Market Cap as of 6/30/15 (US$ million)	Reputation Premium	Reputation Value (US$ million)
1	Cielo	CIEL3	24,631	45%	11,084
2	Smiles	SMLE3	2,043	45%	919
3	Ultrapar	UGPA3	11,616	44%	5,111
4	Ambev	ABEV3	101,002	43%	43,431
5	BRF	BRFS3	19,697	43%	8,470
6	Lojas Americanas	LAME4	6,491	35%	2,272
7	Souza Cruz	CRUZ3	13,582	33%	4,482
8	Telefonica VIVO	VIVT4	19,610	32%	6,275
9	Banco Bradesco	BBDC4, BBDC3	55,239	31%	17,124
10	Lojas Renner	LREN3	3,754	29%	1,089
11	CCR	CCRO3	10,313	28%	2,888
12	Klabin	KLBN11	5,451	27%	1,472
13	Multiplan	MULT3	3,632	26%	944
14	Fibria	FIBR3	7,154	24%	1,717
15	Embraer	EMBR3	6,460	24%	1,551
16	Tractebel Energia	TBLE3	7,639	23%	1,757
17	BB Seguridade	BBSE3	22,706	20%	4,541
18	Itau Unibanco	ITUB4, ITUB3	67,077	20%	13,415
19	Natura	NATU3	4,249	19%	807
20	CPFL Energia	CPFE3	6,261	17%	1,064
21	Kroton Educacional	KROT3	5,915	17%	1,005
22	TIM Brasil	TIMP3	10,112	16%	1,584
23	BM&FBovespa	BVMF3	6,385	15%	946
24	Cosan	CSAN3	4,037	12%	473
25	Hypermarcas	HYPE3	4,230	11%	446
26	Suzano Papel e Celulose	SUZB5	4,480	7%	334
27	Qualicorp	QUAL3	2,493	<6%	-
28	Petrobras	PETR4, PETR3	43,507	<6%	-
29	Cetip	CTIP3	3,162	<6%	-
30	Usiminas	USIM5	3,338	<6%	-
31	Banco do Brasil	BBAS3	23,816	<6%	-
32	Vale	VALE5, VALE3	37,103	<6%	-
33	JBS	JBSS3	12,917	<6%	-
34	Grupo Pao de Acucar (GPA)	PCAR4	9,031	<6%	-

Reputation Dividend specialises in quantitative reputation analytics and is the publisher of the Annual Reputation Dividend Report for the UK and the US. The 2016 Brazil Reputation Dividend Report will be expanded to include more companies and further breakdowns of the economic impact of each individual company's reputation asset.

"The implications for Brazilian companies are clear and the challenges are demanding that two crucial questions be answered if these assets are to be managed to best effect: (i) how stakeholders view both you and your competition, what are their strengths and what are their vulnerabilities? and (ii) what matters most to your stakeholders, which drivers have the greatest impact on reputation value, and what messaging will secure and grow it fastest?" commented Rodolfo Zabisky, Chairman and CEO of Grupo Attitude.

Contact:
Simon Cole, Reputation Dividend, M: +44 795 642 3843, [email protected]
Rodolfo Zabisky, Attitude, T: +5511 3529-3770, [email protected]

About Reputation Dividend (www.reputationdividend.com): Reputation Dividend is an independent corporate reputation and brand research consultancy specialising in quantitative reputation analytics and is the publisher of the Annual Reputation Dividend Report. Reputation Dividend developed the methodology that underpins its analysis six years ago. Reputation Dividend has published studies (http://reputationdividend.com/recent-studies/) covering both the UK and US equity markets and undertaken bespoke analysis on behalf of a number of leading companies in the US, UK and Europe.

About Grupo Attitude (www.attitudesa.com): Grupo Attitude S.A. is a leading communications agency that operates on four major fronts: corporate communications; investor relations/governance; digital marketing/videos and research. This combination of skills allows the company to offer the market a compelling value proposition: research/benchmark, analysis, planning and engagement actions across existing platforms (digital and analog) for main stakeholders (consumers, investors, media, government, board members and employees).

SOURCE Grupo Attitude e Reputation Dividend