Brazil’s Skol Named Latin America’s Most Valuable Brand by BrandZ, beating Mexico’s Corona

What: Brazilian beer brand Skol is the most valuable brand in Latin America, with 20% growth in 2015, taking its brand value to US$8.5bn. Last year’s number one Corona moves to second position with growth of 6% to US$8.5bn.
Why it matters: The ranking is once again dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by the strong performance of Corona, Telcel and Televisa.Value of the top 50 increases 2% despite region’s economic struggles.

For the first time, Brazilian beer brand Skol is the most valuable brand in Latin America, according to the fourth annual BrandZ™ Top 50 Most Valuable Latin American Brands ranking announced by WPP and Millward Brown. The AB InBev beer brand has risen 20% in 2015, taking its brand value to US$8.5bn. Corona, last year’s number one moves to second position with growth of 6% to US$8.5bn.

The ranking reveals that Latin America’s leading brands have continued to defy tough economic conditions, growing the Top 50’s cumulative value to US$132bn, an increase of 2% in US dollar terms. The BrandZ™ Top 50 has consistently outperformed local stock indexes and 2015 was no exception. By comparison, a composite index from the six key exchanges in the region dropped by 14% this year. This proves the importance of investing in brands even in hard times.

The BrandZ Top 10 Most Valuable Latin American Brands 2015

Rank 2015 Brand Category Brand Value 2015($M) Brand Value Change YoY Rank Change  YoY Country
1 Skol Beer 8,500 20% +1 Brazil
2 Corona Beer 8,476 6% −1 Mexico
3 Telcec Communication Provider 6,174 16% +1 Mexico
4 Bradesco Financial Institution 5,202 25% +1 Brazil
5 Falavella Retail 4,709 -23% −2 Chile
6 Televisa Communication Provider 4,423 22% +1 Mexico
7 Itaú Financial Institution 4,315 28% +6 Brazil
8 Brahma Beer 4,185 17% 0 Brazil
9 Aguila Beer 3,672 3% 0 Colombia
10 Modelo Beer 3,604 4% 0 Mexico

The ranking is once again dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by the strong performance of Corona, Telcel and Televisa.

  • Brazilian brands took 24% of the listing value, with Beer, Food and Personal Care brands contributing 47% of that total.
  • Chile lost share down to 15% from 20% in 2014.
  • Colombia declined one point year on year to 15%.
  • while Peru and Argentina both gained a single point to contribute 5% and 2% of the total value respectively.


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.