In the past year, global uncertainty has challenged economies, consumers and brands all across Latin America. Depressed oil prices, currency fluctuation and lackluster demand in some of LatAm’s key export markets have contributed to slow economic growth in the region. Consumer confidence and household budgets have also taken a hit with inflation running as high as 30% at times.
The new BrandZ LatAm report reveals that the total value of the Top 50 Most Valuable Latin American brands decreased 22% in comparison to the previous year (from US$131.9 BN to US$103.4 BN).
This year 36 brands decreased in value, only six brands increased, and eight brands are newcomers to the list. This reveals this crisis scenario in the region.
Kantar Millward Brown has conducted BrandZ global brand valuation research for the past 12 years. We have tracked over 100,000 brands in 50 markets to identify the key drivers of long term growth in brand value. As we know, changing times and economic challenges also offer opportunities for brands to build meaningful relationships with consumers and to grow value both in the short and long term.
Explore the full report to learn more about the top brands in Latin America and which brands are leaders in each of the country rankings across Argentina, Brazil, Chile, Colombia, Mexico and Peru.