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NEWS23 September 2015

Skol most valuable brand in Latin America

Latin America News

MEXICO — Brazilian beer brand Skol has been identified as the most valuable brand in Latin America, overtaking Mexico’s Corona, according to Millward Brown’s BrandZ Top 50.

The AB InBev beer brand has risen 20% in 2015, taking its brand value to $8.5bn, last year’s number one, Corona, dropped to second position with growth of 6% to $8.48bn. 

WPP-owned Millward Brown’s fourth annual BrandZ™ Top 50 Most Valuable Latin American Brands ranking showed that Latin America’s leading brands have defied tough economic conditions, with the Top 50’s cumulative value growing to $132bn, an increase of 2% in US dollar terms. T

The ranking is dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by strong performances from 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.

Sir Martin Sorrell, CEO and founder of WPP, said: “Latin America’s strongest brands have been able to ride out the economic storm. Their value continues to rise and defy local market issues, building strong businesses for their brand owners. The BrandZ Top 50 demonstrates how vital investment in marketing can help protect and grow brands and share-owner value, even in difficult times.”

@RESEARCH LIVE

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