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
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.