Global 2015: REGIONS | LATIN AMERICA
The category composition and brand valuations of the Latin America Top 5 reflect both the economic growth potential of the region and its recent disappointments.
Three of the Latin America Top 5 brands are Brazilian, and two are Mexican. All but one, Natura, are beer brands.
The Brazilian personal care brand Natura continued to connect with the growing consumer interest in wellness and sustainability, but competition and a weakened Brazilian economy impacted financial performance.
Of the beer brands in the Latin America Top 5, two are Mexican, Corona and Modelo, and two are Brazilian, Skol and Brahma. AB InBev, the world’s largest brewer, owns all four brands. AB InBev positions Corona as a global brand, with worldwide distribution. It markets Skol, Brahma and Modelo primarily as local brands, while it also distributes them abroad.
Each of the Latin America Top 5 brands appears in the BrandZTM category rankings, but none has reached the brand value threshold required for ranking in the BrandZTM Top 100 Most Valuable Global Brands.