Our offer

Combining the best consulting tools and customer insights, adapted to the reality and needs of our clients, always seeking the actionability of our recommendations for projects of:

Brand Assessment
Brand Monitoring KPIs
Segmentation, Positioning and Brand Architecture
Action plans
Brand Stretch

Brands are in many cases a company's most valuable asset.

The quantification of the financial value must comply with three requirements. The brand must:

Generate financial value for its shareholders
Have tangible and intangible insights in the minds of your stakeholders
Be legally registered

These are requirements specified in ISO 10668, a standard that provides guidelines for the Brand Valuation process.

Our approach is based on economic use, which starts from the total value of the company and segregates the “brand” asset from this value.

There are some other alternative methodologies that consider the projection of results of brand earnings based on Royalty Relief. This methodology can be a secondary reference. However, in our experience in looking for royalty rate references in the Brazilian market, we found that the average royalty rate is 1%. This is because, by tax criteria, 1% is a deductible portion of income tax on a statement of income. Therefore, not very representative of the “Equities of a brand”.

In our holistic approach, we consider financial analysis and market analysis based on quantitative stakeholder research and legal analysis.

The TM20 Branding team has performed over 500 brand valuations for M&A purposes, royalty rate setting, brand securitization, but mainly brand equity management. With this same methodology, we have published since 2003 the ranking of the Most Valuable Brazilian Brands, published by IstoÉ Dinheiro Magazine, with its most current publication in 2023.

“Relying on the intelligence and vision of TM20 executives has been very important in the marketing transformation journey that we are building here at Sírio-Libanês. I saw in the TM20 team people who are really focused on working together on marketing challenges, providing strategic insights, joint construction and a sincere concern in building the strategic business agenda, positioning and brand management. The strategic vision and valuable insights that Eduardo Tomiya brings to the company's leadership, in his personal dedication to all agendas with us and in the strategic discussion that goes from what to do to how to do it was a great difference that I noticed as an executive who has already had the opportunity to work with numerous consultancies. Furthermore, during the period we have worked together, the team's concern is notable, both with the results generated and with the training and transformation process of the executives of the Sírio-Libanes marketing team. Thank you to the TM20 team for the joint construction and the valuable projects we are building together.”

Christian Tudesco - Sírio-Libanês CMO

One of the most relevant topics in branding is the conception of brand ecosystems, the result of a very strong break with traditional categories of products and multiconnected consumers exposed to a huge number of brands. In this scenario, building a brand effectively can be a very costly process.

The brand rationalization process and the role of the corporate brand “going down” to products, originated the so-called “Brand Ecosystems” where their former enemies can be their strategic partners. The need for a reliable, relevant and differential brand positioning becomes very important.

In our approach to brand architecture, we carry out an in-depth internal and external diagnosis. A true “x-ray” of each of the brands.

Based on this diagnosis, we conceived brand architecture alternatives. In our opinion, this is the best use of the so-called Analytical Branding.

For each of the conceived alternatives, we evaluate strengths and weaknesses, benefits and investments in a unique language of brand equity (customer insights) and financial economic value. TM20 Branding's brand equity methodology is one of the most suitable tools to analytically support this process, which, in the past, was carried out based on "feelings" and qualitative analysis, which made the decision-making process difficult at a C-Level and Shareholders' Councils.

This approach has proven very useful in post M&A processes, designing migration plans and portfolio rationalization.

"I have known and worked with Tomiya for many years. In the beginning, it was the clients who identified the synergy of our thinking models and put us to work together. Since then, there have been more than 15 years of partnership with Tomiya and TM20, one of the most efficient consultancies I know, with a team of senior professionals, unique expertise and a super refined strategic vision."

Gian Franco Rocchiccioli - Chief Strategy Officer PANDE

“The brand plays an extremely important role, it is full of concepts and values that reflect our purpose of existence. And we attribute all efforts to convey our desire to be better to the brand, whether for our customers, employees, shareholders, suppliers or even the community in general. So, maintaining and building a strong brand is related to the sustainability of our business, our values, our purpose, to disseminate this entire narrative of serving and helping, as we say, “going along”. Regarding having a single brand, we understand that it would be the best decision to strengthen the brand, to be able to invest more in an institutional brand that could endorse product brands, optimizing communication and investment.”

Antonio Guerardi - CMO Unidas 2020 (Declaration of the Book Value of Branding | in the new normal)

“Consolidating is a trend, concentrating efforts is a necessity. This need becomes even more latent in times of crisis, the two forces combined reduce the dispersion of attention and the optimization of financial and human resources. This focus on performance demands even more from brand building, which, much more than a name and a visual identity, is the relationship it creates with the 'human consumer'. I like to say 'consumer human being' because, let's not forget, this figure in the brand building equation is the one who connects feelings, emotions and, in the new normal, it will be even more important for this consumer in search of brands that have more to offer, more than the product, the price, but, mainly, a brand purpose for its strategic audiences.”

Patricia Barreros - CMO Orbia (Statement of the Book Value of Branding | in the new normal)

A very important pillar in Analytical Branding is measuring the external perception of your brand against your competitors. It's what they say about your brand when you're not there.

Our Customer Insights methodology is led by Silvia Quintanilha, the professional who implemented the first Brand Equity studies in Brazil and served for decades as a director at the company that is an absolute reference in the field.

TM20 Branding's value proposition is to combine a deep diagnosis of the client's real need with the best market research tools, through a senior and customized service.

As a result, we are responsible for some tracking to monitor the effectiveness of KPIs, whose results are used continuously by all levels of organizations.

"The TM20's expertise in monitoring KPIs, combined with its technical rigor and modern approach to data gathering, provided a precise and measurable analysis of the performance of our marketing strategies. This contribution was essential in establishing objective metrics, reducing marketing subjectivity, and grounding our decisions more solidly. This more technical and targeted management of the Sicoob brand propelled our growth and further strengthened our position in the market. Therefore, we express our gratitude to Eduardo Tomiya and his entire team for this successful partnership, where cooperation and collaboration have once again proven to be strong drivers of success"

Claudio Halley - Superintendent of Strategy and Management at Sicoob

"Our experience with TM20 was one of the best possible. We found in Eduardo Tomiya, Silvia Quintanilha and the other professionals who make up the team a welcoming and wise approach. The team very happily combines the best of methodological consistency with the ability to listen and mature sensitivity. The result was the comforting endorsement that came to endorse - with technical rigor, impartiality and professional expertise - the merit of a brand built over a history of 105 years."

Pedro Flexa Ribeiro - Director Colégio Andrews

"Working with TM20 is a shared exercise in understanding beyond data. Consistency and strategic impact are constant and inherent to the expertise built by the experience of the professionals who conduct TM20's business"

Patricia Macedo – CMO Bracell 2022

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