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For most of the countries featured in the BrandZ™ Top 50 Most Valuable Latin American Brands 2015, the past year has seen a continuation of the economic challenges that began to emerge in 2013/14. For the past two years, the Latin American region has presented relatively low GDP growth rates of around 2%. China’s slowing economy and turbulence in the global oil industry have been contributory factors, but political unrest and uncertainty have also played their part.
However, even in these testing times, companies that have strong brands remain more valuable than the average of the market. This is illustrated by the fact that the Top 50 LatAm portfolio increased 2% in USD, while almost all economic indices such as GDP, Country risk and Company’s market value showed a substantial decrease.
So, what’s the secret to the strong performance of these brands? There is no single secret, but what is clear from this report is that many of them are applying some or all of the following principles in order to create differentiation and value:
- Be close to consumers
- Create a dialogue through digital
- Experience counts