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

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BrandZ[TM] Top 50 Most Valuable Latin American Brands 2012 PR Newswire NEW YORK, June 22, 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.

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BrandZ[TM] Top 50 Most Valuable Latin
American Brands 2012
PR Newswire
NEW YORK, June 22, 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."
NOTES FOR EDITORS
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.
http://www.millwardbrown.com
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
http://www.wpp.com.
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.
http://www.brandanalytics.com.br
For more information please contact:
Miquet Humphryes, Millward Brown
Tel: +44(0)1926-826179
miquet.humphryes@millwardbrown.com
Follow us on Twitter @BrandZRankings