This performance
reflects the consistency in brand positioning of Skol, targeting its products
to younger audiences more willing to adopt a brand for a lifetime and
supporting its strategy with sponsorships of music festivals, which has
strengthened the brand relationship with this audience.
Once again
Beer, Retail, Communication Providers and Banks categories took the top 5
positions: Skol (Beer – Brazil), Corona (Beer – Mexico), Telcel (Communication Providers – Mexico), Bradesco (Banks
– Brazil) and Falabella (Retail – Chile).
The beer
category dominated the ranking again in 2015, conquering five of the top ten
positions – four of the brands belonging to AB InBev: Skol, Corona, Brahma and
Modelo.
The ranking reveals that
Latin America’s leading brands have continued to defy tough economic conditions,
growing the Top 50’s cumulative value to $132bn, an increase of 2% in US dollar
terms.
The ranking is once again
dominated by Mexican brands with their contribution by value rising from 33% last
year to 37% in 2015, led by the strong performance of Corona, Telcel and
Televisa. Brazilian brands took 24% of the listing value, with Beer, Food and
Personal Care brands contributing 47% of that total. Chile lost share down to
15% from 20% in 2014, Colombia declined one point year on year to 15%, while Peru
and Argentina both gained a single point to contribute 5% and 2% of the total
value respectively.
For more information
please consult the following documents:
