The Brazilian beer ¨Skol¨ is the most valuable brand in Latin America for the second consecutive year followed by the Mexican company ¨Corona¨, according to the fifth annual BrandZ Ranking “The Most Valuable Brands of Latin America” y WPP and Kantar Millward Brown.
Mexico is the country that has more trademarks ranked on this list, Millward Brown points out that the Mexican brands increasingly hold a significant percentage of the value of the list of 50 Latin American brands, from 29% in 2013 to 33% in 2014.
On the other hand, the brands that showed a significant growth were Liverpool (28%) and Bodega Aurrerá (16%), both among the 10 most valuable trademarks for the first time. According to the study, the key to their success was their ability to be more innovative and attractive to their consumers and fostering their long-term loyalty towards the growing competition.
The three countries that ranks with the higher number of brands are Mexico (18), Brazil (11), and Chile (9). These countries have managed to combine important factors such as innovation, a superior customer experience and a value proposal.
“Without a doubt, the most important asset of a company is to have a solid trademark. This demonstrates a clear objective that transcends functional benefits and is shared by all stakeholders,” said Eduardo Tomiya, CEO of Kantar Vermeer, Latin America.
There were eight (8) new trademarks ranked on this list this year: Maseca (32), Sol (33), Tottus (43), Macro (46), Cielo (47), Tigo (48), Petrobras (49) and Parque Arauco (50). Thanks to a change in the institutional financial category the Argentine private bank Macro (US $ 741 million) and the Brazilian credit card brand Cielo (US $ 734 million) were able to enter.