+2%

PERU
THOUGHT LEADERSHIP
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
EXPORTING
PERUVIAN BRANDS
There is also the example of Aje Group, which has
achieved presence in 23 countries by promoting the right
product at an affordable price for a very specific segment.
This group has strengthened in the past few years, but
it is interesting to see that the company is daring to try
something new in order to build its brands beyond the
price element. It is seeking a new understanding of its
consumers, who are also in need of a bond with the brand
beyond the product. Clearly, these kinds of companies are
prepared to reinvent themselves whenever necessary so
as to go on competing in international markets.
Faced with a fluctuating domestic
economy, several Peruvian
companies are looking to increase
their international footprint,
presenting their business models
and brands on a broader stage.
These brands seek to become
emblematic to the wider LatAm
region and even worldwide.
CATALINA BONNET MONTOYA
Managing Director
Millward Brown, Peru
Catalina.Bonnet@millwardbrown.com
Examples like Belcorp and Yanbal International (Unique) have
shown Latin America a strong business model in the Beauty
and Personal Care category, posing a threat to big global
companies. Their secret has been a local understanding
of middle class consumers. The key to confronting global
brands with strong presence has been to build meaningful
differentiation, especially aimed at the Latin American
emerging classes. What are these population segments
looking for? A friend who provides honest beauty advice, one
that a consumer trusts enough to try new things in front of
without feeling judged. This is what the business model of
these two companies is based upon.
Brand Equity - Beauty Brands, Peru
Unique
192
189
2 2.9
113
Esika
117
Meaningful Different Salient Power
100 (100 is an average score; 105 and above is a good score)
15.6
159
138
Source: Millward Brown and BrandZ
Brand Equity - Banks, Peru
Interbank
94
Mibanco
108 97
95
8.9
120
6.8
84
Meaningful Different Salient Power
100 (100 is an average score; 105 and above is a good score)
Source: Millward Brown and BrandZ
In the sphere of finance, a perfect example of
internationalization is Interbank, a bank with a
differentiated and aspirational proposal that has become
stronger in some countries of this region. There is also the
example of Mibanco, a microfinance offer addressing the
niche of small and medium-sized companies, which find
this brand relevant because it understands what they need
in order to grow – whereas traditional banks do not. This
bank’s challenge is to consolidate its emotional bonding
and its market differentiator.
Global ambition can also be seen in other large companies
such as Alicorp, Química Suiza, and Gloria. These
companies are now interested in understanding Latin
American consumers, and are preparing to build strong
brands in the region.
So, we clearly see in Peru strong economic groups that
are ready to compete in the whole region and hopefully
globally. Their biggest challenge is to make sure they
understand international consumers. Peruvian brands
have achieved success by building propositions that
are relevant for the needs of audiences that traditional
global brands have not met. Their next step must be to
build brands that connect at a more emotional level with
consumers and, above all, that address them with honesty.
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