Petrobras considers its intellectual capital as intangible assets − divided into human, organizational, relationship, and technological mastery capital. The intangible asset management issue is specified in Petrobras' Guide for Excellence in Management, covering items such as brand, reputation, and scientific knowledge.
Over the years, the company has been ranked among the most admired and with the best reputation by the society and its stakeholders. In recognition of its intangible asset management strategy, Petrobras has been listed as the only Brazilian corporation among the 30 finalists of the Most Admired Knowledge Enterprises (Make) Awards, sponsored by The Know Network (TKN), a London based-organization with international recognition. In 2010, Petrobras and Petrobras Distribuidora were granted the "Most Admired Companies in Brazil" award in the "Agribusiness" and "Fuel and Oil Products Distributors" categories, respectively.
The Petrobras brand was considered the most valuable and the third strongest in Brazil. Additionally, it was ranked among the world's top one hundred in a survey carried out in 2010 by the BrandAnalytics consultancy and the Millward Brown Institute. Also in 2010, for the sixth year in a row, Petrobras was the most recalled brand by Brazilian consumers in the "Fuel" category of the Folha Top of Mind Awards promoted by the Folha de S.Paulo newspaper.
Corporate image is a valuable intangible asset for the company as well. Since 2000, Petrobras has been using the Corporate Image Monitoring System (Sismico), a methodology developed specifically for Petrobras that allows the company to monitor the evolution of its image in the public opinion and among its various stakeholders through quantitative indicators. Sismico results show the company's image in Brazil is strong and consolidated, both from an evolutionary perspective and in comparison with other brands. It is based on strong feelings of pride and by the recognition of its excellence and contribution to Brazilian development.Learn more about brand management on Petrobras' website
With the growing internationalization of its activities, Petrobras started considering all of its brands as potentially global. The product and service brand development, monitoring, and protection stages aim to use such brands in several markets. The company has set metrics to monitor and manage this over time. Intangible asset management is part of Petrobras' Guide to Management Excellence.
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