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BrandZ Top 50 Most Valuable Latin American Brands 2012

21 June, 2012


First Publication of New Annual Study Launches Today

NEW YORK — 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 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.

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.

For more information please contact:
Miquet Humphryes, Millward Brown
Tel: +44 (0) 1926 826179

Follow us on Twitter @BrandZRankings

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.  

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  

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. 

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