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LATIN AMERICA
WELCOME
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
A DECADE OF
DEVELOPMENT, A
YEAR OF CHANGE
2015 marks ten years since the first BrandZ
Top 100 Most Valuable Global Brands study was
conducted. In the intervening decade, Millward
Brown has researched and valued over 100,000
brands across 50 country markets, to identify
the drivers of long-term brand value growth.
With each year and each BrandZ Ranking
report published, new insights emerge that
help equip brands – especially the aspiring
newcomers from the fast-growing markets – to
learn from the present and build for the future.
GROWING BRANDS
IN ALTERED
CIRCUMSTANCES
For most of the countries featured in the
BrandZ Top 50 Most Valuable Latin
American Brands 2015, the past year
has seen a continuation of the economic
challenges that began to emerge in
2013/14. For the past two years, the
Latin American region has presented
relatively low GDP growth rates of
around 2%. China’s slowing economy and
turbulence in the global oil industry have
been contributory factors, but political
unrest and uncertainty have also played
their part.
However, even in these testing times,
companies that have strong brands
remain more valuable than the average
of the market. This is illustrated by the
fact that the Top 50 LatAm portfolio
increased 2% in USD, while almost all
economic indices such as GDP, Country
risk and Company’s market value showed
a substantial decrease.
So, what’s the secret to the strong
performance of these brands? There is no
single secret, but what is clear from this
report is that many of them are applying
some or all of the following principles in
order to create differentiation and value:
Be close to consumers
Successful brands are not limiting
themselves to promoting just their
features and benefits but instead are
aiming to reflect the same values as their
consumers. In looking at life through their
customers’ eyes, they are better able to
innovate in ways that will really resonate
with them. This may translate into the
development of new formats, new sales
channels and service centers, or new
sizes or varieties that can maintain the
loyalty ties that the brand has been
building over time.
Create a dialogue through digital
The voice of the consumer is now
clearly heard and amplified through
multiple channels: where once brand
communications were one-way, now
social media gives each individual the
power to praise or reproach. This shift
from monologue to dialogue creates new
possibilities but also pitfalls. The most
successful brands are embracing the
transparency that these open channels of
communications provide and using it to
build stronger, longer-term relationships
with their customers.
Experience counts
Creating or supporting shared
experiences that unite people and make
them feel happy build brand equity
and encourage consumers’ loyalty.
The success of this approach is clearly
demonstrated by the brand in the
number one spot of the BrandZ Top 50
Most Valuable Latin American Brands
2015, Skol. Investment by Skol has been
heavily focused on relationship building
through the interests of the brand’s
target audience, in particular through
sponsorship of music festivals.
Faced with household budget
constraints, consumers need good
reasons to validate their purchasing
decisions. A clearly communicated
brand proposition that reflects its
understanding of the consumers’ needs,
and respect for their freedom to choose,
go a long way towards delivering the
reassurance these consumers are looking
for.
ABOUT BRANDZ TM
This report is collaboration by leading
brand experts from WPP companies
around the LatAm region. Their insights
and thought leadership essays provide
strategic understanding and tactical
advice for brands seeking to grow their
presence and improve their brand value.
WPP companies have been working
in Latin America for nearly 100 years.
Within these companies are specialists
in advertising; insight; branding and
identity; direct, digital, promotion
and relationship marketing; media
investment management and data
investment management; and public
relations and public affairs. All share a
passion and determination to use their
creativity and resources to establish and
build strong, differentiated brands that
deliver lasting shareholder value.
Collectively our experts bring global
knowledge based on our WPP presence
in 112 countries. By connecting all this
talent and wisdom, we explore global
trends and insights that help our clients
in useful and unique ways.
The backbone of all this intelligence
remains the WPP proprietary
BrandZ database, the world’s
largest, customer-focused source of
brand equity knowledge and insight,
and the BrandZ brand valuation
methodology of Millward Brown, a
WPP company.
Other titles in our industry leading
BrandZ resource library include:
the BrandZ Top 100 Most Valuable
Global Brands 2015, the BrandZ Top
100 Most Valuable Chinese Brands
2015; the BrandZ Top 50 Most
Valuable Indonesian Brands 2015.To
download these and other BrandZ
reports, please visit www.brandz.com.
For the interactive BrandZ mobile
apps go to www.brandz.com/mobile.
To learn more, please contact any of
the WPP companies that contributed
expertise to this report. Turn to
the resource section at the end of
this report for summaries of each
company and the contact details of
key executives. Or feel free to contact
me directly.
DAVID ROTH
CEO The Store WPP, EMEA
David.Roth@wpp.com
Twitter: davidrothlondon
Blog: www.davidroth.com
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