BrandZ[TM] Top 50 Most Valuable Latin American Brands 2012

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• Publié par: millward-brown
• Nombre de lectures: 12
• Langue: English

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BrandZ[TM] Top 50 Most Valuable Latin

American Brands 2012

PR Newswire

NEW YORK, June 22, 2012

NEW YORK

,

June 22, 2012

/PRNewswire/ --

First Publication of New Annual Study Launches Today

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 percent 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."

NOTES FOR EDITORS

The BrandZ Rankings

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.

Brand Value

Country

Rank 2012

Category

Brand

2012 ($M)

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

Criteria for selecting Latin American brands for inclusion in the Top 50 ranking

were:

Brand must be owned by a publicly-traded enterprise

The publicly-traded enterprise must report positive earnings

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.

About Millward Brown

Millward Brown is one of the world's leading research agencies and is expert in

effective advertising, marketing communications, media and brand equity

research. Through the use of an integrated suite of validated research solutions

- both qualitative and quantitative - Millward Brown helps clients build strong

brands and services. Millward Brown has 82 offices in 52 countries. Additional

practices include Millward Brown's Global Media Practice (media effectiveness

unit), The Neuroscience Practice (using neuroscience to enhance traditional

research techniques), Millward Brown Optimor (focused on helping clients

maximize the returns on their brand and marketing investments), Dynamic

Logic (the world leader in digital marketing effectiveness) and Firefly Millward

Brown (a global qualitative research business). Millward Brown is part of Kantar,

WPP's insight, information and consultancy group.

http://www.millwardbrown.com

About WPP

WPP is the world's largest communications services group with billings of

$77.1

billion

and revenues of

$16.1 billion

. Through its operating companies, the

Group provides a comprehensive range of advertising and marketing services

including advertising; media investment management; consumer insight; public

relations and public affairs; branding and identity; healthcare communications;

direct, digital, promotion and relationship marketing and specialist

communications. The company employs over 158,000 people (including

associates) in 2,500 offices in 108 countries. For more information, visit

http://www.wpp.com.

BA BrandAnalytics Consulting

BrandAnalytics is a Brazilian Branding Consultancy that focuses on Brand

Valuation/Scorecards, Brand Strategy and ROI. By combining thorough

analytics with an understanding of financial, marketing and strategic issues of

the business, we provide evidence-based branding recommendations that are

linked to shareholder value generation. For the last 6 years BrandAnalytics has

partnered with BrandZ team, being responsible for the Financial Model of the

Top 50 Most Valuable Brazilian Brands, and Top 50 Most Valuable Latin

American Brands.

http://www.brandanalytics.com.br

For more information please contact:

Miquet Humphryes, Millward Brown

Tel: [phone]

[e-mail]

Follow us on Twitter @BrandZRankings