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.
