Page 9 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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LATIN AMERICA
HEADLINE NEWS
HEADLINE NEWS
BRAND VALUE
Total Value of Latin American Top 50 Brands
US$ 131.9 BILLION
Brand Value Change 2014-2015
+2%
Source: Millward Brown and BrandZTM
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
The total value of the BrandZTM Top 50 Most Valuable Latin American Brands 2015 increased 2% in comparison to 2014 (US$ 129.2b in 2014 vs. USD 131.9b in 2015), despite the low economic activity in the region since 2014. This demonstrates that strong brands can better face difficult periods, with less damage to the shareholder value.
If we consider the Top 10 BrandZTM LatAm, the variation was +10% in US$ from 2014 to 2015.
Brands from the Financial Institutions, Services and Beer, Food & Personal Care segments performed rather well, with growth rates of 18%, 11% and 9%, respectively.
On the other hand, brands from the B2B and Retail segments performed poorly: they decreased by 34% and 15% in 2015, respectively.
BEER MAKES THE
TOP 10 FOR THE THIRD
CONSECUTIVE YEAR
The beer category dominated the ranking again in 2015, conquering five of the top ten positions – four of the brands belonging to AB Inbev: Skol, Corona, Brahma and Modelo.
NEW ENTRIES
The BrandZTM Top 50 LatAm saw six new entrants in 2015:
THE TOP FIVE BRANDS
For the first time, the most valuable Latin American brand was Skol, the Brazilian beer brand that belongs to Ambev, an AB Inbev company. This performance reflects the consistency in brand positioning of Skol, targeting its products to younger audiences more willing to adopt a brand for a lifetime and supporting its strategy with sponsorships of music festivals, which has strengthened the brand relationship with this audience.
Once again Beer, Retail, Communication Providers and Banks categories took the top 5 positions: Skol (Beer – Brazil), Corona (Beer
– Mexico), Telcel (Communication Providers – Mexico), Bradesco (Banks – Brazil) and Falabella (Retail – Chile).
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Skol, the most valuable Brazilian brand, had a 20% growth to US$ 8,500 million, followed by Corona, the most valuable Mexican brand, with a value of US$ 8,476 million, a 6% growth.
MEXICO
36
38 41
BRAZIL
42
ARGENTINA
46
COLOMBIA
49
Banks
Retail Beer
Banks
Communication Providers
Banks
1 2
US $8,500 Million
US $8,476 Million
US $4,185 Million
US $3,672 Million
US $3,604 Million