With a consistent brand valuation strategy, the company is featured in the Brand Finance 100 2025 ranking

Neoenergia is among the most valuable brands in the country, being the first in the electricity sector. This is what the Brand Finance 100 2025 ranking, released this week, shows the 100 most valued Brazilian brands from various sectors. The survey shows the organizations' results in relation to financial performance combined with social relevance and digital innovation. This year, Neoenergia ranked 52ª among the most valuable brands.

The study is conducted by Brand Finance Brasil, a brand valuation consultancy accredited by the Institute of Chartered Accountants, of England and Wales. The ranking is divided into four major categories: Most Valuable Brands, Strongest Brands, Brands that grew the most in value, and Brands that grew the most in strength. A specific cutout for ESG attributes was adopted this year.

Neoenergia has been consolidating its brand through a robust strategy in which the customer is at the center of the business. For this reason, the company has been expanding its investments focusing on continuous improvement of service, quality of network operation, and ever close communication with its 17 million customers - representing a population of around 40 million people.

“The result in the ranking reflects how the company has been making progress in management based on three pillars: quality operation, proximity to the customer and brand valuation. This model generates a closer relationship and a stronger connection between the brand and the customer, who begins to better understand our daily work to guarantee the quality of services,” says Eduardo Capelastegui, CEO of Neoenergia.

The executive added that in 2024, the company invested R$ 9.8 billion, which represents a growth of 10% compared to 2023, concentrated on distribution and transmission, with investments of around R$ 9.6 billion. The objective was to guarantee the continuous supply of electricity in addition to contributing to socioeconomic development in the regions where the company is present.

New CTR and modernization of stores

Among the actions aimed at the customer experience, the inauguration, in May of this year, of the Tactical Relationship Center (CTR), in Campinas (SP), which guarantees monitoring of all service fronts, stands out. By the end of the year, all in-person service stores will be modernized in the concession areas of the five distributors. Neoenergia also created, last year, a structure exclusively dedicated to customer experience.

More for you

With the objective of reinforcing that Neoenergia is at the customer's side at all times, a new campaign has just premiered. Continuing the “More for You” concept, launched in March of this year, the new advertising focuses on the customer to strengthen the connection with people through an emotional bond. “We want to lead the energy market as an innovative and sustainable company that offers solutions and services that provide the best experiences to individuals and companies across the country,” says Lorenzo Perales, Marketing Director at Neoenergia.

Women's sports, music and digital connection

To further strengthen the relationship with the client, the company has also been investing in shares in Brazilian women's sports, music and digital connection. Since last year, Neoenergia has signed a partnership with the Brazilian Olympic Committee (COB) to promote equal opportunities in national sports.

For Lorenzo Perales, the sponsorships reaffirm the strengthening and humanization of the brand in the country. In 2024, digital sports and music content, including themes featuring the athletes sponsored by Team Neoenergia, boosted brand mentions by 284%. Currently, Neoenergia is already recognized as the leading brand, among companies in the electrical sector, in supporting women's sports. The brand also maintains its leading role in the digital environment with the highest number of followers on Instagram, LinkedIn and TikTok, considering the segment.

The executive adds that the company has been using music to make customers aware of the importance of grid security. Among the highlights are the campaigns launched this year for Carnival, with Carlinhos Brown and, recently, for São João.

With a consistent brand valuation strategy, the company is featured in the Brand Finance 100 2025 ranking

 Neoenergia is among the most valuable brands in the country, being the first in the electricity sector. This is what the Brand Finance 100 2025 ranking, released this week, shows the 100 most valued Brazilian brands from various sectors. The survey shows the organizations' results in relation to financial performance combined with social relevance and digital innovation. This year, Neoenergia ranked 52ª among the most valuable brands.

The study is conducted by Brand Finance Brasil, a brand valuation consultancy accredited by the Institute of Chartered Accountants, of England and Wales. The ranking is divided into four major categories: Most Valuable Brands, Strongest Brands, Brands that grew the most in value, and Brands that grew the most in strength. A specific cutout for ESG attributes was adopted this year.

Neoenergia has been consolidating its brand through a robust strategy in which the customer is at the center of the business. For this reason, the company has been expanding its investments focusing on continuous improvement of service, quality of network operation, and ever close communication with its 17 million customers - representing a population of around 40 million people.

“The result in the ranking reflects how the company has been making progress in management based on three pillars: quality operation, proximity to the customer and brand valuation. This model generates a closer relationship and a stronger connection between the brand and the customer, who begins to better understand our daily work to guarantee the quality of services,” says Eduardo Capelastegui, CEO of Neoenergia.

The executive added that in 2024, the company invested R$ 9.8 billion, which represents a growth of 10% compared to 2023, concentrated on distribution and transmission, with investments of around R$ 9.6 billion. The objective was to guarantee the continuous supply of electricity in addition to contributing to socioeconomic development in the regions where the company is present.

New CTR and modernization of stores

Among the actions aimed at the customer experience, the inauguration, in May of this year, of the Tactical Relationship Center (CTR), in Campinas (SP), which guarantees monitoring of all service fronts, stands out. By the end of the year, all in-person service stores will be modernized in the concession areas of the five distributors. Neoenergia also created, last year, a structure exclusively dedicated to customer experience.

More for you

With the objective of reinforcing that Neoenergia is at the customer's side at all times, a new campaign has just premiered. Continuing the “More for You” concept, launched in March of this year, the new advertising focuses on the customer to strengthen the connection with people through an emotional bond. “We want to lead the energy market as an innovative and sustainable company that offers solutions and services that provide the best experiences to individuals and companies across the country,” says Lorenzo Perales, Marketing Director at Neoenergia.

Women's sports, music and digital connection

To further strengthen the relationship with the client, the company has also been investing in shares in Brazilian women's sports, music and digital connection. Since last year, Neoenergia has signed a partnership with the Brazilian Olympic Committee (COB) to promote equal opportunities in national sports.

For Lorenzo Perales, the sponsorships reaffirm the strengthening and humanization of the brand in the country. In 2024, digital sports and music content, including themes featuring the athletes sponsored by Team Neoenergia, boosted brand mentions by 284%. Currently, Neoenergia is already recognized as the leading brand, among companies in the electrical sector, in supporting women's sports. The brand also maintains its leading role in the digital environment with the highest number of followers on Instagram, LinkedIn and TikTok, considering the segment.

The executive adds that the company has been using music to make customers aware of the importance of grid security. Among the highlights are the campaigns launched this year for Carnival, with Carlinhos Brown and, recently, for São João.