Brand Value % Distribution By Country

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.

BrandZ LatAm Top 50 2014

BrandZ LATAM 2014 Report Top 50 Report

Top 50 Chart

Methodology and valuation by Kantar Millward Brown

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