AB InBev beer brand Skol has been named the ‘most valuable brand’ in Latin America, according to the latest BrandZ study by WPP and Millward Brown.
The report finds that finance and beer brands are continuing to thrive across the LatAm region, with last year’s number one brand Corona dropping down into second spot.
Skol has increased its brand value by 20% year-on-year, and is now valued at $8.5bn – just ahead of Corona, up 6% on its 2014 value to $8.48bn.
The ranking is also dominated by Mexican brands: as well as Corona at number two, telco giant Telcel is in third spot, Televista in sixth and beer brand Modelo is in tenth. Brazilian brands took 24% of the listing value, ahead of Chile and Colombia with 15% each.
The overall value of the top 50 increased 2% to $132bn, despite the much-documented economic problems in markets such as Brazil. However, the value of B2B brands has tumbled due to falling commodity prices.
It stated: “The BrandZ Top 50 has consistently outperformed local stock indexes and 2015 was no exception. By comparison, a composite index from the six key exchanges in the region dropped by 14% this year. This proves the importance of investing in brands even in hard times.”
Millward Brown’s head of media and digital for LatAm, James Galpin, will go into greater depth about the top 50 ranking on Friday (25 September) at this week’s Festival of Media LatAm.