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|
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.