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BrandZ[TM] Top 50 Most Valuable Latin American Brands 2012

Published: Friday, Jun. 22, 2012 – 2:32 am

/PRNewswire/ —

First Publication of New Annual Study Launches Today

Millward Brown, in conjunction with BrandAnalytics and WPP, today announce the inaugural BrandZ Top 50 Most Valuable Latin American Brands.

The value of the BrandZ Latam Top 50 is dominated by retail, financial, communication, beer and energy brands.

Petrobras, the Brazilian energy giant, topped the ranking with a brand value of $10.6 billion. The remainder of the Top 5 consists of brands from the financial and communications categories.

Brazil, the world’s sixth largest economy, is the most dominant country in the rankings, accounting for one third of the $136 billion total value. However, it’s not all about Brazil. Mexican brands are in close pursuit and together are worth $37 billion – 27 percent of the total value of the BrandZ Latam Top 50. Brands from Chile, Colombia and Argentina also made it into the ranking and together constitute almost 40 percent of the total value.

Going global

The BrandZ Latam Top 50 brands are not only leaders in their own countries; many also have a regional presence across South America. The Chilean retailer Falabella operates stores throughout South America, and the Mexican telecom company, America Móvil, serves much of Latin Americathrough its Claro brand. Of the brands in the BrandZ Latam Top 50 ranking, eight also ranked in the BrandZ Top 100 Most Valuable Global Brands 2012 in the following categories: energy, communication, retail, beer and personal care.  

Many of the BrandZ Latam Top 50 brands have a global footprint including Petrobras, Cemex, which is a global supplier of building materials, Sadia and Perdigão – both Brazilian food processorsthat export worldwide. When Chile’s LAN Airlines completes it merger with Brazil’s TAM Airlines, it will become one of the world’s largest carriers.

The importance of brand

Despite being hit by the slowdown in the Latin American economy, the value of the BrandZ Latam Portfolio has outperformed the MSCI Emerging Market Latin America Index by over 7 percent over the last 12 months. This demonstrates that a strong brand not only maximizes the potential of a business when times are good, but also helps to minimize the impact of poor economic conditions on a business.

Fabian Hernandez, Latin American CEO, Millward Brown, says: “The BrandZ Top 50 Most Valuable Latin American Brands ranking corroborates the increasing importance of emerging markets in the world. It is fascinating to know in which industries the Latin American brands are competing with the global brands; Financial Institutions, Communications, and Retail.”

Eduardo Tomiya, Managing Director, BrandAnalytics, says: “The importance of the Latin American ranking is to measure and show to companies, shareholders and the public in general, that consistent work builds substantial incremental value in the brands. It also establishes the most credible benchmarking for local brands to compare to the global and regional ones in a quantitative and analytical framework.”


The BrandZ Rankings

The BrandZ Top 50 Most Valuable Latin American Brands, is part of the suite of BrandZ rankings, which also includes the BrandZ Top 100 Most Valuable Global Brands and the BrandZ Top 50 Most Valuable Chinese Brands.

Background and Methodology

BrandAnalytics, a leading brand valuation and strategy consultancy in Brazil, conducted the brand valuation in collaboration with Millward Brown Optimor using the Millward Brown Optimor methodology.

Commissioned by WPP and in its first year, the BrandZ Top 50 Most Valuable Latin American Brands ranking is unique. Combining both financial data, from Bloomberg and Kantar Worldpanel, as well as consumer opinion gathered from interviews with over 25,000 Latin American consumers about 800 brands, the BrandZ Latam Top 50 is the most robust ranking of Latin American brands available.

Brand Value Country Rank 2012 Category Brand 2012 ($M) of Origin 1 Energy Petrobras 10,560 Brazil 2 Communication Providers Telcel 8,449 Mexico 3 Financial Institution Bradesco 6,690 Brazil 4 Financial Institution Itaú 6,606 Brazil 5 Communication Providers Comcel 5,513 Colombia 6 Retail Falabella 5,263 Chile 7 Beer Corona 5,114 Mexico 8 Beer Skol 4,698 Brazil 9 Financial Institution Banco do Brasil 4,574 Brazil 10 Communication Providers Claro 4,336 Mexico* 11 Energy Ecopetrol 4,240 Colombia 12 Airlines LAN 3,964 Chile 13 Financial Institution Bancolombia 3,465 Colombia 14 Retail Sodimac 3,318 Chile 15 Cosmetics Natura 3,307 Brazil 16 Bank Banco de Chile 3,109 Chile 17 Energy YPF 3,074 Argentina 18 Financial Institution Banco de Bogota 2,842 Colombia 19 Energy Copec 2,815 Chile 20 Communication Providers Telmex 2,656 Mexico 21 Communication Providers Televisa 2,585 Mexico 22 Retail Bodega Aurrera 2,511 Mexico 23 Financial Institution Banco Popular 2,414 Colombia 24 Beer Brahma 2,359 Brazil 25 Bakery Bimbo 1,995 Mexico 26 Retail Lider 1,980 Chile 27 Retail Sanborns 1,834 Mexico 28 Mining Vale 1,708 Brazil 29 Retail Almacenes Paris 1,699 Chile 30 Food Sadia 1,496 Brazil 31 Cement Cemex 1,494 Mexico 32 Retail Elektra 1,398 Mexico 33 Retail Jumbo 1,361 Chile 34 Financial Institution Inbursa 1,352 Mexico 35 Financial Institution Davivienda 1,251 Colombia 36 Beer Modelo 1,244 Mexico 37 Retail Exito 1,168 Colombia 38 Retail Liverpool 1,156 Mexico 39 Financial Institution Banco Occidente 1,143 Colombia 40 DIY Mall Plaza 1,116 Chile 41 Retail Ripley 987 Chile 42 Retail Santa Isabel 948 Chile 43 Beer Antarctica 851 Brazil 44 Communication Providers Vivo 817 Brazil 45 Food Perdigão 778 Brazil 46 Retail Lojas Americanas 762 Brazil 47 Beer Bohemia 697 Brazil 48 Paper Arauco 690 Chile 49 Communication Providers Personal Telecom 681 Argentina 50 Communication Providers TV Azteca 676 Mexico

Criteria for selecting Latin American brands for inclusion in the Top 50 ranking were:


  • Brand must be owned by a publicly-traded enterprise



  • The publicly-traded enterprise must report positive earnings

    Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The methodology mirrors that used to calculate the annual BrandZ Top 100 Most Valuable Global Brands, now in its seventh year.

    The BrandZ rankings are the only valuations in the world that takes into account what people think about the brands they buy alongside rigorous analysis of financial data, market valuations, analyst reports and risk profiles. Download the complete BrandZ Latam Top 50 ranking here, including country breakdowns. The rankings and a great deal more are also available as a free interactive mobile app for Apple and Android and as an iPad magazine.



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    This entry was posted on June 28, 2012 by in Uncategorized.
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