BrandZ Top Latin American Brands

Our new report brings you analysis and insights on how winning brands are identifying pockets of opportunity to strengthen brand value and create competitive advantage. 

Discover the most valuable Latin American brands. 

With a total brand value of $134.3 billion, the 2020 BrandZTM Top 50 Most Valuable Latin American Brands ranking features a range of industry sectors, from energy and healthcare companies to communications providers and airlines. 

The Latin American retail sector has outperformed all other categories, with an overall brand value increase of 38%. This huge growth in retail compares to just 2.6% growth in value of the overall BrandZ LatAm ranking. 

Investment in digital transformation has been key; the most valuable retailers are driving customer engagement and business value with innovative business models, including omni-channel solutions, online and mobile platforms and digital payment systems. 

Explore the full report to understand more about the unique demands and opportunities for brand builders in each of our featured markets: Argentina, Brazil, Chile, Colombia, Mexico and Peru. 

 

Thought Leadership

Brands must join the gender discussion in a genuine, credible way

Brands that understand femininity and masculinity and target both genders with their marketing perform 80% better. Mariana Fresno suggests that all gender-related marketing must be credible and not seem opportunistic.

 

The future of brands is female

Despite untapped opportunities to connect with women, many brands remain rooted in old stereotypes. Valkiria Garre discusses three Brazilian brands that are ahead of the game when it comes to female representation.

 

Opportunities arising from the crisis

Marcela Perez de Arce argues Chile's social crisis is a unique moment to understand and genuinely tune brands into people's real desires and needs.

 

A look at brands and how Colombians perceive them

Marcela Perez de Arce argues Chile's social crisis is a unique moment to understand and genuinely tune brands into people's real desires and needs.

 

Matching strategy to a context of change

How can brands drive growth in the complex context of cultural change in Peru? Catalina Bonnet suggests sustainable growth requires strategies that consider the new rules and emerging values of Peruvian society.

 
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