BrandZ Top 50 Most Valuable Latin American Brands 2015 Report

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  • TOTAL VALUE OF LATIN AMERICAN TOP 50 BRANDS

    +2% Brand Value Change 2014-2015

    US$ 129 Bil.

    2014

    # 30

    # 37

    # 7

    # 40

    # 4

    # 6

    # 1

    # 39

    # 34

    # 31

    +62%

    +43%

    +28%

    +28%

    +25%

    +22%

    +20%

    +20%

    +19%

    +17%

    US $1,859 Mil.

    US $1,479 Mil.

    US $4,315 Mil.

    US $1,236 Mil.

    US $5,202 Mil.

    US $4,423 Mil.

    US $8,500 Mil.

    US $1,309 Mil.

    US $1,636 Mil.

    US $1,808 Mil.

    Beer

    Banks

    Banks

    Banks

    Banks

    Communication Providers

    Beer

    Beer

    Banks

    Banks

    Source: Millward Brown and BrandZ

    HIGHEST RISERS% - Brand Value Change 2014-2015# - Ranking Position$ - Brand Value

    # 36US $1,533 Mil.Banks

    # 38US $1,411 Mil.Retail

    # 46

    # 49

    US $1,069 Mil.

    US $997 Mil.

    Communication Providers

    Banks

    # 41US $1,197 Mil.Beer

    # 42US $1,118 Mil.Banks

    NEWCOMERS

    MOST VALUABLE COUNTRY BRANDSBRAZIL

    2 brands in the Top 50

    US$ 2,644 Mil. (2% of Total LatAm Value)

    11 brands in the Top 50

    US$ 32,017 Mil. (24% of Total LatAm Value)

    +71% +5%% Brand Value Change 2014-2015 % Brand Value Change 2014-2015

    1 US $1,575 Mil. 1 US $8,500 Mil. 1 US $4,709 Mil. 1 1 1US $3,672 Mil. US $8,476 Mil. US $1,808 Mil.

    2 US $1,069 Mil. 2 US $5,202 Mil. 2 US $3,107 Mil. 2 2 2US $3,476 Mil. US $6,174 Mil. US $1,678 Mil.

    3 US $729 Mil. 3 US $4,315 Mil. 3 US $2,845 Mil. 3 3 3US $2,436 Mil. US $4,423 Mil. US $1,479 Mil.

    ARGENTINA

    Top 3 Argentinian Brands Top 3 Brazilian Brands

    CHILE

    7 brands in the Top 50

    US$ 19,398 Mil. (15% of Total LatAm Value)

    -23%% Brand Value Change 2014-2015

    Top 3 Chilean Brands Top 3 Colombian Brands Top 3 Mexican Brands Top 3 Peruvian Brands

    COLOMBIA MEXICO PERU

    9 brands in the Top 50

    US$ 19,339 Mil. (15% of Total LatAm Value)

    17 brands in the Top 50

    US$ 49,385 Mil. (37% of Total LatAm Value)

    4 brands in the Top 50

    US$ 6,073 Mil. (5% of Total LatAm Value)

    -4% +15% +15%% Brand Value Change 2014-2015 % Brand Value Change 2014-2015 % Brand Value Change 2014-2015

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    www.brandz.com

    TOP50 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1516

    1718

    1920

    2122

    2324

    25

    262728293031323334353637383940

    4142

    4344

    4849

    50

    2015

    US$ 131.9 Bil.

    TOP 10 MOST VALUABLE LATIN AMERICAN BRANDS

    US $4,709 Mil.

    -23%

    Retail

    US $8,500 Mil.

    +20%

    Beer

    US $5,202 Mil.

    +25%

    Banks

    US $4,315 Mil.

    +28%

    Banks

    US $4,185 Mil.

    +17%

    Beer

    US $8,476 Mil.

    +6%

    Beer

    US $6,174 Mil.

    +16%

    Communication Providers

    US $4,423 Mil.

    +22%

    Communication Providers

    US $3,604 Mil.

    +4%

    Beer

    US $3,672 Mil.

    +3%

    Beer

    4546

    47

    % Brand Value Change 2014-2015

  • 6 7

    Introduction ........................9 Thought Leadership

    The Macroeconomic Environment Gonzalo Fuentes, CEO, Millward Brown Latin America

    LatAm vs. Emerging Markets Doreen Wang, Global Head of BrandZ, Millward Brown

    Overview

    Latin American Economic Context

    Headline News

    Key Findings and Future Trends

    Brand Value Distribution by Country

    Performance by Indsutry Sector

    Comparison With Other BrandZTM Brand Valuation Rankings

    Top 50 Brands

    Argentina ........................... 25 Thought Leadership

    Argentina Keeps Building its Own Labyrinth Julio Fresno Aparicio, Managing Director, Millward Brown, Argentina

    Overview

    Key Market Facts

    The Top 5 Brands Chart

    Brand Stories

    Thought Leadership

    Change Is Inevitable; Development is Optional Mariana Fresno Aparicio, Client Service Director Millward Brown, Argentina

    The Battle of the Table Sebastin Corzo, CS Senior Consultant Millward Brown, Argentina

    Mexico ..............................97 Overview

    The Top 30 Brands Chart

    Key Market Facts

    Brand Stories

    Thought Leadership

    A Kaleidoscope of Challenges and Opportunities Ricardo Barrueta, Managing Director, Millward Brown Mexico, Central America and the Caribbean

    Evolving Paradigms in an Unpredictable Market Jorge Alagn, Chief Client Solutions Officer Latam, Millward Brown

    Constancy Amidst Chaos Fernando Alvarez Kuri, Vice President< Millward Brown Vermeer

    How to Grow Great Brands in a Fast Changing Scenario Pedro Egea, President & CEO, Grey Mxico

    A Story of David and Goliath in The Digital Media Era Lilia Barroso, CEO, GroupM Mxico

    The Role of PR in Building Strong Brands Daniel Karam, President & Managing Director, H+K Strategies Mexico

    Creating Great Brands in an Extreme Market Gabriela Lijo, General Manager, Lambie-Nairn, Mxico

    Peru ............................ 125 Overview

    The Top 12 Brands Chart

    Key Market Facts

    Brand Stories

    Thought Leadership

    Exporting Peruvian Brands Catalina Bonnet Montoya, Managing Director, Millward Brown, Peru

    Has The Slowing Peruvian Economy Impacted Brand Value? Olivia Hernndez, Client Service Director, Millward Brown, Peru

    Building Meaningfully Differentiated Brands in Peru Jeanette Yaez Pajuelo, Account Group Director Millward Brown, Peru

    What's New in Peru's Local Market? Fidel La Riva Cruz, Country Manager, Kantar Worldpanel, Peru

    From Analytical to 'Curiosytical' Eduardo Velasco Maximiliano, Managing Director, MEC Peru

    Brazil ............................. 37 Overview

    The Top 50 Brands Chart

    Key Market Facts

    Brand Stories

    Thought Leadership

    How are Brands Adapting to the Economic Shift? Roberto De Napoli, Director of Operations, Millward Brown Vermeer, South America

    Challenges for Brands in the Brazilian Market Valkiria Garr, Managing Director, Millward Brown Brazil

    Crisis or Opportunity? Aurora Yasuda, Knowledge Management, Millward Brown, Brazil

    Neuroscience: Helping Brands Make The Connection Francisco Bayeux, Global Innovations, Millward Brown, Brazil

    'Dear Brand, I Recall You. But I Don't Want To Buy You' Renato Duo, Strategic Planning Manager J. Walter Thompson, So Paulo

    Chile ..............................65 Overview

    The Top 15 Brands Chart

    Key Market Facts

    Brand Stories

    Thought Leadership

    Making Progress on a Slower Road Mauricio Martnez Vzquez, Managing Director, Millward Brown, Chile

    Three New Influences on Chilean Consumers Marcela Prez De Arce, Client Service Director, Millward Brown, Chile and Mauricio Yuraszeck, Client Service Director, Firefly Millward Brown

    Chile Amidst The Perfect Storm Claudio Apablaza, Business Development Director, Millward Brown, Chile

    "New Media, Old Fashioned Values" Annetta Cembrano Perasso, CEO, MEC Chile

    Colombia ............................ 81 Overview

    The Top 20 Brands Chart

    Key Market Facts

    Brand Stories

    Thought Leadership

    Opportunities for Peace Gabriel Enrique Castellanos, Managing Director, Millward Brown, Andean Region

    Brands in an Ever-Changing Environment: Time To Be Meaningfully Distinct! Oscar Ladino, Group Account Director, Millward Brown, Colombia

    People Hate Our Job Alvaro Melndez Ortiz, Planning Director, Ogilvy & Mather, Colombia

    Resources .........................141 Methodology

    BrandZTM Publications

    BrandZTM Mobile

    WPP Company Contributors

    The BrandZTM Brand Valuation Contact Details

    WPP in Latin America

    LATIN AMERICA CONTENTS

  • TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015

    8 9

    LATIN AMERICA WELCOME

    A DECADE OF DEVELOPMENT, A YEAR OF CHANGE

    2015 marks ten years since the first BrandZ Top 100 Most Valuable Global Brands study was

    conducted. In the intervening decade, Millward Brown has researched and valued over 100,000

    brands across 50 country markets, to identify the drivers of long-term brand value growth.

    With each year and each BrandZ Ranking report published, new insights emerge that help equip brands especially the aspiring

    newcomers from the fast-growing markets to learn from the present and build for the future.

    GROWING BRANDS IN ALTERED CIRCUMSTANCES For most of the countries featured in the BrandZ Top 50 Most Valuable Latin American Brands 2015, the past year has seen a continuation of the economic challenges that began to emerge in 2013/14. For the past two years, the Latin American region has presented relatively low GDP growth rates of around 2%. Chinas slowing economy and turbulence in the global oil industry have been contributory factors, but political unrest and uncertainty have also played their part.

    However, even in these testing times, companies that have strong brands remain more valuable than the average

    of the market. This is illustrated by the fact that the Top 50 LatAm portfolio increased 2% in USD, while almost all economic indices such as GDP, Country risk and Companys market value showed a substantial decrease.

    So, whats the secret to the strong performance of these brands? There is no single secret, but what is clear from this report is that many of them are applying some