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27 Jun, 2012

Top 50 Most Valuable Latin American Brands 2012

NEW YORK, June 22, 2012 /PRNewswire/ — 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 percentage points 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.”

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.

Rank 2012 Category Brand Brand Value 2012 ($M) Country 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


The publicly-traded enterprise must report positive earningsBrand must be owned by a publicly-traded enterpriseCriteria for selecting Latin American brands for inclusion in the Top 50 ranking were:

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.