Page 3 - BrandZ Top 50 Most Valuable Latin American Brands 2015

LATIN AMERICA
CONTENTS
Introduction........................9 Thought Leadership
The Macroeconomic Environment
Gonzalo Fuentes, CEO, Millward Brown Latin America
LatAm vs. Emerging Markets
Doreen Wang, Global Head of BrandZTM, Millward Brown
Overview
Latin American Economic Context
Headline News
Key Findings and Future Trends
Brand Value Distribution by Country
Performance by Indsutry Sector
Comparison With Other BrandZTM Brand Valuation Rankings
Top 50 Brands
Argentina........................... 25 Thought Leadership
Argentina Keeps Building its Own Labyrinth
Julio Fresno Aparicio, Managing Director, Millward Brown, Argentina
Overview
Key Market Facts
The Top 5 Brands Chart Brand Stories
Thought Leadership
Change Is Inevitable; Development is Optional
Mariana Fresno Aparicio, Client Service Director Millward Brown, Argentina
The Battle of the Table
Sebastián Corzo, CS Senior Consultant Millward Brown, Argentina
Brazil ............................. 37 Overview
The Top 50 Brands Chart Key Market Facts
Brand Stories
Thought Leadership
Colombia ............................ 81 Overview
The Top 20 Brands Chart Key Market Facts
Brand Stories
Thought Leadership
Opportunities for Peace
Gabriel Enrique Castellanos, Managing Director, Millward Brown, Andean Region
How are Brands Adapting to the
Brands in an Ever-Changing Environment:
Economic Shift?
Time To Be Meaningfully Distinct!
Peru ............................125 Overview
The Top 12 Brands Chart Key Market Facts
Brand Stories
Thought Leadership
Exporting Peruvian Brands
Catalina Bonnet Montoya, Managing Director, Millward Brown, Peru
Roberto De Napoli, Director of Operations, Millward Brown Vermeer, South America
Challenges for Brands in the Brazilian Market
Valkiria Garré, Managing Director, Millward Brown Brazil
Crisis or Opportunity?
Aurora Yasuda, Knowledge Management, Millward Brown, Brazil
Neuroscience: Helping Brands Make The Connection
Francisco Bayeux, Global Innovations, Millward Brown, Brazil
'Dear Brand, I Recall You. But I Don't Want To Buy You'
Renato Duo, Strategic Planning Manager J. Walter Thompson, São Paulo
Chile ..............................65 Overview
The Top 15 Brands Chart Key Market Facts Brand Stories
Thought Leadership
Making Progress on a Slower Road
Mauricio Martínez Vázquez, Managing Director, Millward Brown, Chile
Three New Influences on Chilean Consumers
Marcela Pérez De Arce, Client Service Director, Millward Brown, Chile and Mauricio Yuraszeck, Client Service Director, Firefly Millward Brown
Chile Amidst The Perfect Storm
Claudio Apablaza, Business Development Director, Millward Brown, Chile
"New Media, Old Fashioned Values"
Annetta Cembrano Perasso, CEO, MEC Chile
Oscar Ladino, Group Account Director, Millward Brown, Colombia
People Hate Our Job
Alvaro Meléndez Ortiz, Planning Director, Ogilvy & Mather, Colombia
Mexico ..............................97 Overview
The Top 30 Brands Chart Key Market Facts
Brand Stories
Thought Leadership
Has The Slowing Peruvian Economy
67
A Kaleidoscope of Challenges
Building Meaningfully Differentiated
and Opportunities
Brands in Peru
Ricardo Barrueta, Managing Director, Millward Brown Mexico, Central America and the Caribbean
Jeanette Yañez Pajuelo, Account Group Director Millward Brown, Peru
What's New in Peru's Local Market?
Fidel La Riva Cruz, Country Manager, Kantar Worldpanel, Peru
From Analytical to 'Curiosytical'
Eduardo Velasco Maximiliano, Managing Director, MEC Peru
Resources .........................141
Methodology
BrandZTM Publications
BrandZTM Mobile
WPP Company Contributors
The BrandZTM Brand Valuation Contact Details WPP in Latin America
Evolving Paradigms in an
Unpredictable Market
Jorge Alagón, Chief Client Solutions Officer Latam, Millward Brown
Constancy Amidst Chaos
Fernando Alvarez Kuri, Vice President< Millward Brown Vermeer
How to Grow Great Brands in a Fast Changing Scenario
Pedro Egea, President & CEO, Grey México
A Story of David and Goliath in The Digital Media Era
Lilia Barroso, CEO, GroupM México
The Role of PR in Building Strong Brands
Daniel Karam, President & Managing Director, H+K Strategies Mexico
Creating Great Brands in an Extreme Market
Gabriela Lijo, General Manager, Lambie-Nairn, México
Impacted Brand Value?
Olivia Hernández, Client Service Director, Millward Brown, Peru