The Brazilian competitor beats out former champion Corona with a 20% rise in brand value that translates to $8.5 billion in currency terms
Brazil’s Skol has emerged as the most valuable brand in Latin America for the first time. The recognition is based on the fourth annual BrandZ Top 50 Most Valuable Latin American Brands ranking by WPP and Millward Brown. Elevating its value to $8.5 billion (approximately £5.6 billion), the beer brand has risen 20 per cent in 2015.
Meanwhile, the score knocks Mexico’s Corona out of top position, which it secured in 2014 and down to second place with a growth of 6% which translates to $8.5 billion (approximately £5.6 billion). The ranking reveals that Latin America’s leading brands have continued to defy tough economic conditions, growing the Top 50’s cumulative value to $132 billion (approximately £86.5 billion)—an increase of 2 per cent in US dollar terms.
The BrandZ Top 50 has consistently outperformed local stock indexes and 2015 was no exception. By comparison, a composite index from the six key exchanges in the region dropped by 14% this year. This proves the importance of investing in brands even in hard times.
The survey is once again dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by the strong performance of 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, dropping down to 15 per cent from its initial 20 per cent in 2014 with Colombia having declined one point year-on-year to 15 per cent. Meanwhile, Peru and Argentina both gained a single point, contributing 5% and 2% of the total value respectively.
“The economy has not been kind to Latin America in the last year outside Colombia. Yet, the region’s strongest have found a way to thrive and prosper. The ability to anticipate consumer needs and build strong connections by satisfying as well as helping them solve problems is the hallmark of the most successful brands in this year’s BrandZ Top 50 for Latin America,” said Eduardo Tomiya, MD of Millward Brown Vermeer for Brazil & South America.