Page 11 - BrandZ Top 50 Most Valuable Latin American Brands 2015

LATIN AMERICA
PERFORMANCE BY INDUSTRY SECTOR
Performance by industry sector
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
11% 15%
19%
7% 16%
RETAIL
This category, which showed the highest growth in 2014 (14%), decreased 15% in 2015.
Chile, one of most mature retail markets in the region, showed a weak performance in its brands Falabella and Sodimac – the Top 2 most valuable brands in the country. These decreased 23% and 24%, respectively.
In Brazil the retail segment as a whole had in 2014 the worst performance in the last 11 years: it increased
2.2% in 2014 in comparison to 2013 as a reflection of the crisis and a complete review of the hypermarket model. Cash&Carry model retailers like Atacadão and Assai have gained substantial market share compared to hypermarkets format.
SERVICES
(COMMUNICATION PROVIDERS AND AIRLINES)
The Service category (which had
a 4% fall in 2014) increased 11%
in 2015, despite the decrease of Claro (LatAm communication Provider, -12%) and LAN (Chilean Airline, -22%). It benefited mainly from the Mexican Communication Provider brands Telcel, Televisa and Telmex – the Top 3 of the category – which grew 16%, 22% and 15%, respectively. The good performance of these three Mexican brands was mainly due to financial reasons.
B2B
(ENERGY / OIL AND INDUSTRIAL)
B2B showed again the worst performance in 2015, a 34% fall (-19% in 2014), mainly dominated by the subcategory Energy/Oil, which decreased 44% due to the fall in the commodity’s price, exchange rate depreciation and problems in terms of corporate governance. The Mexican cement company Cemex had an 11% growth, which compensated for part of this fall.
COMPARISON WITH OTHER
BRANDZTM BRAND VALUATION RANKINGS
The distribution of the Latin American rankings by category is very distinct in comparison to the Chinese and the Global rankings, due to the economic specificity of each region. While in the Latin America rankings generally the most important category is Beer, Food & Personal Care – mainly explained by the growth of the consumption of popular brands, in both China and Global rankings, Technology appears as one of the most important categories.
2014
33%
22%
Financial Institutions
2015
Services
35%
25%
16%
Beer, Food & Personal Care
Source: Millward Brown and BrandZTM
BEER, FOOD &
Retail
B2B
Looking at the evolution from 2014 to 2015, we can see that Technology has gained importance in both Chinese and Global rankings. In China the category grew 50% (from 16% to 24%), due to important portal and media companies that have enhanced
their operations in the country. In the Global ranking, Technology, the most important category, grew 15% (from 27% to 31%). Even in Brazil, the Technology category is starting to appear in the ranking – the search engine Buscapé makes its debut here this year.
PERSONAL CARE
The category has been the main contributor to the BrandZTM Top 50 LatAm for the third consecutive year, representing 35% of the total value in 2015 (against 33% in 2014). Beer, the main sub-category, represented 82% of the category in 2015, against 78%
in the previous year. Brazil, the main contributor in the sub-category Beer with participation of 42%, grew 25% in brand value, followed by Mexico, with participation of 35% and 15% growth. This good performance is once again justified by the capital markets’ financial performance of the owners of the beer brands of these countries (Anheuser Busch, Grupo Modelo and Heineken). The segment has benefited from the boost in consumption
of popular brands in the region. According to Euromonitor, since 2008 the consumption of beer in Latin America has increased by 6% per year.
FINANCIAL INSTITUTIONS (BANKS AND INSURANCE)
The Financial Institutions category enhanced its contribution to the BrandZTM Top 50 LatAm, from 22% in 2014 to 25% in 2015. In terms of brand value, the category had the largest growth in the ranking (18%). All the countries that make up the category showed growth in brand value.
Brazil became the leader of the Financial Institutions category, with a participation of 34% (30% in 2014), a 41% growth in terms of brand value. Part of this increase is because this is the first time that BTG Pactual
is on the list. Also, we could see the results from a consolidation in this market (mergers that happened in 2010-2013) and also some recovery of spreads caused by SOE (Stated- Owned Enterprises) banks (Banco do Brasil and Caixa) in 2012/2013.
Colombia, the second largest in
the category, saw its participation decreasing from 39% in 2014 to 33% in 2015. However, the brand value of Financial Institutions in Colombia increased 3% in the period.
Both Mexico and Peru had a growth
in share in the category (from 20% to 21% and from 10% to 11%, respectively). Mexico grew 32% and Peru 28% in brand value.
† Cars, Motor Cycles, Motor Fuels, Lubricants, Detergents, Jewelry, Paints, Mosquito Repellents, Real State, Home Appliances, Tobacco, Apparel.
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2015 Brand Valuation Summary
Category Latam* Brazil* Mexico* Chile* Colombia* Peru* Argentina* China** Global***
B2B 7% 3% 6% 12% 9% 3% 34% 6% 8%
FinancialInstitutions 25% 25% 12% 15% 44% 42% 14% 28% 16%
Services 16% 12% 26% 10% 10% 2% 36% 19% 13%
Source: Millward Brown and BrandZTM
* BrandZTM Top 50 Most Valuable Latin American Brands 2015
** BrandZTM Top 100 Most Valuable Chinese Brands 2015 (considering the Top 50) *** BrandZTM Top 100 Most Valuable Global Brands 2015 (considering the Top 50)
Technology
2%
24%
31%
Beer, Food & Personal Care
35%
47%
37%
2%
33%
48%
16%
6%
11%
Retail
16%
11%
19%
61%
3%
5%
0%
14%
8%
Others†
3%
12%
2014 Brand Valuation Summary
Category Latam* Brazil* Mexico* Chile* Colombia* Peru* Argentina* China** Global***
B2B 11% 12% 6% 11% 15% 2% 43% 7% 10%
FinancialInstitutions 22% 21% 10% 15% 41% 39% 6% 40% 17%
Services 15% 13% 24% 11% 9% 2% 33% 24% 13% Source: Millward Brown and BrandZTM
Technology
16%
27%
Beer, Food & Personal Care
33%
41%
38%
2%
33%
56%
18%
8%
12%
Retail
19%
12%
21%
61%
3%
2%
0%
1%
7%
Others†
3%
15%