The total value of the BrandZ™ 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 BrandZ™ 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.
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).
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.
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.
The BrandZ™ Top 50 LatAm saw six new entrants in 2015: