+2%

LATIN AMERICA
PERFORMANCE BY INDUSTRY SECTOR
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
Performance by industry sector
11% 7%
33% 35%
15% 16%
19%
2014
Beer, Food & Personal Care
Source: Millward Brown and BrandZ
BEER, FOOD &
PERSONAL CARE
The category has been the main
contributor to the BrandZ Top 50
LatAm for the third consecutive year,
representing 35% of the total value in
2015 (against 33% in 2014). Beer, the
main sub-category, represented 82%
of the category in 2015, against 78%
in the previous year. Brazil, the main
contributor in the sub-category Beer
with participation of 42%, grew 25% in
brand value, followed by Mexico, with
participation of 35% and 15% growth.
This good performance is once again
justified by the capital markets’
financial performance of the owners
of the beer brands of these countries
(Anheuser Busch, Grupo Modelo and
Heineken). The segment has benefited
from the boost in consumption
of popular brands in the region.
According to Euromonitor, since 2008
the consumption of beer in Latin
America has increased by 6% per year.
2015
16%
22% 25%
Financial Institutions
Retail Services B2B
FINANCIAL
INSTITUTIONS
(BANKS AND INSURANCE)
The Financial Institutions category
enhanced its contribution to the
BrandZ Top 50 LatAm, from 22% in
2014 to 25% in 2015. In terms of brand
value, the category had the largest
growth in the ranking (18%). All the
countries that make up the category
showed growth in brand value.
Brazil became the leader of the
Financial Institutions category, with
a participation of 34% (30% in 2014),
a 41% growth in terms of brand value.
Part of this increase is because this
is the first time that BTG Pactual
is on the list. Also, we could see the
results from a consolidation in this
market (mergers that happened in
2010-2013) and also some recovery
of spreads caused by SOE (Stated-
Owned Enterprises) banks (Banco do
Brasil and Caixa) in 2012/2013.
Colombia, the second largest in
the category, saw its participation
decreasing from 39% in 2014 to 33%
in 2015. However, the brand value
of Financial Institutions in Colombia
increased 3% in the period.
Both Mexico and Peru had a growth
in share in the category (from 20% to
21% and from 10% to 11%, respectively).
Mexico grew 32% and Peru 28% in
brand value.
RETAIL
This category, which showed the
highest growth in 2014 (14%),
decreased 15% in 2015.
Chile, one of most mature retail
markets in the region, showed a weak
performance in its brands Falabella
and Sodimac – the Top 2 most
valuable brands in the country. These
decreased 23% and 24%, respectively.
In Brazil the retail segment as a whole
had in 2014 the worst performance
in the last 11 years: it increased
2.2% in 2014 in comparison to 2013
as a reflection of the crisis and a
complete review of the hypermarket
model. Cash&Carry model retailers
like Atacadão and Assai have gained
substantial market share compared
to hypermarkets format.
SERVICES
(COMMUNICATION PROVIDERS
AND AIRLINES)
The Service category (which had
a 4% fall in 2014) increased 11%
in 2015, despite the decrease of
Claro (LatAm communication
Provider, -12%) and LAN (Chilean
Airline, -22%). It benefited mainly
from the Mexican Communication
Provider brands Telcel, Televisa and
Telmex – the Top 3 of the category
– which grew 16%, 22% and 15%,
respectively. The good performance
of these three Mexican brands was
mainly due to financial reasons.
B2B
(ENERGY / OIL AND INDUSTRIAL)
B2B showed again the worst
performance in 2015, a 34% fall
(-19% in 2014), mainly dominated
by the subcategory Energy/Oil,
which decreased 44% due to the fall
in the commodity’s price, exchange
rate depreciation and problems in
terms of corporate governance.
The Mexican cement company
Cemex had an 11% growth, which
compensated for part of this fall.
COMPARISON WITH OTHER
BRANDZ TM BRAND VALUATION RANKINGS
The distribution of the Latin American rankings by category is very distinct in comparison to
the Chinese and the Global rankings, due to the economic specificity of each region. While in
the Latin America rankings generally the most important category is Beer, Food & Personal
Care – mainly explained by the growth of the consumption of popular brands, in both China
and Global rankings, Technology appears as one of the most important categories.
Looking at the evolution from 2014 to 2015,
we can see that Technology has gained
importance in both Chinese and Global
rankings. In China the category grew 50%
(from 16% to 24%), due to important portal
and media companies that have enhanced
2015 Brand Valuation Summary
their operations in the country. In the Global
ranking, Technology, the most important
category, grew 15% (from 27% to 31%). Even
in Brazil, the Technology category is starting
to appear in the ranking – the search engine
Buscapé makes its debut here this year.
Category Latam * Brazil * Mexico * Chile * Colombia * Peru * Argentina * China ** Global ***
Technology 2% 24% 31%
B2B 7% 3% 6% 12% 9% 3% 34% 6% 8%
Beer, Food & Personal Care 35% 47% 37% 2% 33% 48% 16% 6% 11%
Financial Institutions 25% 25% 12% 15% 44% 42% 14% 28% 16%
Retail 16% 11% 19% 61% 3% 5% 0% 14% 8%
Services 16% 12% 26% 10% 10% 2% 36% 19% 13%
Others† 3% 12%
Source: Millward Brown and BrandZ
* BrandZ Top 50 Most Valuable Latin American Brands 2015
** BrandZ Top 100 Most Valuable Chinese Brands 2015 (considering the Top 50)
*** BrandZ Top 100 Most Valuable Global Brands 2015 (considering the Top 50)
2014 Brand Valuation Summary
Category Latam * Brazil * Mexico * Chile * Colombia * Peru * Argentina * China ** Global ***
Technology 16% 27%
B2B 11% 12% 6% 11% 15% 2% 43% 7% 10%
Beer, Food & Personal Care 33% 41% 38% 2% 33% 56% 18% 8% 12%
Financial Institutions 22% 21% 10% 15% 41% 39% 6% 40% 17%
Retail 19% 12% 21% 61% 3% 2% 0% 1% 7%
Services 15% 13% 24% 11% 9% 2% 33% 24% 13%
Others† 3% 15%
Source: Millward Brown and BrandZ
† Cars, Motor Cycles, Motor Fuels, Lubricants, Detergents, Jewelry, Paints, Mosquito Repellents, Real State, Home Appliances, Tobacco, Apparel.
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