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

22/giu/2012 11:25:23 PR Newswire Turismo Contatta l'autore

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


NEW YORK, June 22, 2012 /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 America through 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 processors that 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.

About Millward Brown

Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions - both qualitative and quantitative - Millward Brown helps clients build strong brands and services. Millward Brown has 82 offices in 52 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.

About WPP

WPP is the world's largest communications services group with billings of $77.1 billion and revenues of $16.1 billion.  Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 158,000 people (including associates) in 2,500 offices in 108 countries.  For more information, visit

BA BrandAnalytics Consulting

BrandAnalytics is a Brazilian Branding Consultancy that focuses on Brand Valuation/Scorecards, Brand Strategy and ROI. By combining thorough analytics with an understanding of financial, marketing and strategic issues of the business, we provide evidence-based branding recommendations that are linked to shareholder value generation. For the last 6 years BrandAnalytics has partnered with BrandZ team, being responsible for  the Financial Model of the Top 50 Most Valuable Brazilian Brands, and Top 50 Most Valuable Latin American Brands.

For more information please contact:
Miquet Humphryes, Millward Brown
Tel: +44(0)1926-826179

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