The BrandZ™ Top 50 Most Valuable Latin
American Brands 2014 reveals a near repeat of 2013’s ranking in terms of
contribution by country.
Mexico once again
is the main contributor, showing a 33% share.
Brazil, in second position, sees a drop in its
contribution from 28% to 24%.
Mexico remains in first place in the BrandZ™ Top
50 Most Valuable Latin American Brands 2014. Its
contribution to the ranking grew from 28% in 2013
to 33% in 2014, led mainly by Beer, Communication
Providers, Retail and Financial Institutions, the
combined value of which rose 27% in the period.
Brazil decreased its contribution to the BrandZ Top
50 LatAm 2014 from 28% to 24%, mainly due to the
weak performance of almost all of its brands: of the 11 Brazilian brands in the ranking, eight dropped
in value. The categories Energy, Financial Institutions
and Cosmetics displayed the worst performance,
a reflection of the Brazilian stock exchange, which
in 2013 experienced the second largest drop
globally (-34% in dollar). This was mainly due to the
commodities companies’ and investors’ insecurity
about the country’s economic performance.
Chile, in third place, increased its contribution to the
ranking in 2014 from 19% to 20%. From nine Chilean
brands in the ranking, the retail category dominates with six, which clearly shows the power of well-positioned
brands. Chile is the only Latin American
country to join the OECD (Organization for Economic
Cooperation and Development), which it did in 2009,
due to its more efficient growth compared to the
other economies in Latin America.
Colombia and Peru basically maintained their
positions in the BrandZ Top 50 LatAm 2014.
The Financial Institutions category dominates the
Colombian contribution to the ranking while for Peru,
the Beer category is the most representative.
Argentina, in last place, contributed only 1% of the
BrandZ Top 50 LatAm 2014, generated by YPF,
from the Oil Industry category.