The brand grew by exporting the Brazilian spirit and betting on variety of products; it redefined a category and secured a global presence (now sold in more than 60 countries). The position reached by Havaianas shows it is one of the strongest brands in Brazil in several aspects. In addition, it has a great influence on the consumer's purchasing decisions, creating a financial value higher than costs, says Marcelo Ferrarini, Analyst of Brand Strategy and Evaluation at Interbrand.
The criteria observed by Interbrand include the monitoring of consumers' needs, the culture of efficient response, the brand experience, and others.
Source: Alpargatas and Portal Exame