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Highlights

LatAm 2015: OVERVIEW | Welcome

2015 marks ten years since the first BrandZTM Top 100 Most Valuable Global Brands study was conducte.. Read more

LatAm 2015: OVERVIEW | HEADLINE NEWS

BRAND VALUE Total Value of Latin American Top 50 Brands: US$ 131.9 BILLION Brand Value Ch.. Read more

LatAm 2015: OVERVIEW | COMPARISON WITH OTHER BRANDZ™ BRAND VALUATION RANKINGS

The distribution of the Latin American rankings by category is very distinct in comparison to the Ch.. Read more

Thought Leadership & Analysis

LatAm 2015: OVERVIEW | THOUGHT LEADERSHIP

It’s getting harder to enter – and remain in – the BrandZTM Global Top 100 Most Valuable Bran.. Read more

LatAm 2015: OVERVIEW | BRAND VALUE DISTRIBUTION BY COUNTRY

The value distribution by country in the BrandZTM Top 50 Most Valuable Latin American Brands 2015 wa.. Read more

LatAm 2015: OVERVIEW | PERFORMANCE BY INDUSTRY SECTOR

BEER, FOOD & PERSONAL CARE The category has been the main contributor to the BrandZTM Top 50 L.. Read more

LatAm 2015: ARGENTINA | THOUGHT LEADERSHIP

ARGENTINA KEEPS BUILDING ITS OWN LABYRINTH We are sure about one thing: after twelve years managing.. Read more

LatAm 2015: ARGENTINA | KEY FACTS AND TOP 5 MOST VALUABLE ARGENTINIAN BRANDS 2015

BRANDZTM TOP 5 MOST VALUABLE ARGENTINIAN BRANDS 2015 YPF is Argentina’s leading energy compan.. Read more

LatAm 2015: ARGENTINA | THOUGHT LEADERSHIP

CHANGE IS INEVITABLE; DEVELOPMENT IS OPTIONAL We are living in a liquid age, since nothing seems t.. Read more

LatAm 2015: ARGENTINA | THOUGHT LEADERSHIP

THE BATTLE OF THE TABLE Try to visualize this for a moment: an independent teenager, aiming to gi.. Read more

LatAm 2015: BRAZIL | TOP 50 BRANDS | 1-10

Skol is Brazil’s most popular beer. Its marketing emphasizes enjoyment of life and appeals especi.. Read more

LatAm 2015: BRAZIL | TOP 50 BRANDS | 11-20

Cielo is the leader in persuading merchants to join a credit card network, and in handling the paym.. Read more

LatAm 2015: BRAZIL | TOP 50 BRANDS | 21-30

Smiles is engaged in loyalty rewards. It was initially developed in 1994, as a part of Varig (a Bra.. Read more

LatAm 2015: BRAZIL | TOP 50 BRANDS | 31-40

Embraer is the third largest commercial aviation company in the world. Embraer was created in 1969.. Read more

LatAm 2015: BRAZIL | TOP 50 BRANDS | 41-50

CVC is the largest tourism operator in Brazil and Americas. CVC was founded in 1972 by Guilherme P.. Read more

LatAm 2015: BRAZIL | THOUGHT LEADERSHIP

HOW ARE BRANDS ADAPTING TO THE ECONOMIC SHIFT? Brazil – the largest economy in Latin America.. Read more

LatAm 2015: BRAZIL | THOUGHT LEADERSHIP

CHALLENGES FOR BRANDS IN THE BRAZILIAN MARKET The BrandZTM ranking f.. Read more

LatAm 2015: BRAZIL | THOUGHT LEADERSHIP

CRISIS OR OPPORTUNITY? Ancient Chinese wisdom shows that the words .. Read more

LatAm 2015: BRAZIL | THOUGHT LEADERSHIP

NEUROSCIENCE: HELPING BRANDS MAKE THE CONNECTION 2015 has been a c.. Read more

LatAm 2015: BRAZIL | THOUGHT LEADERSHIP

'DEAR BRAND, I RECALL YOU. BUT I DON'T WANT TO BUY YOU' Emotional p.. Read more

LatAm 2015: CHILE | TOP 15 MOST VALUABLE CHILEAN BRANDS

Falabella is the leading department store retailer in Chile. Falabella operates 40 large departmen.. Read more

LatAm 2015: CHILE | THOUGHT LEADERSHIP

MAKING PROGRESS ON A SLOWER ROAD The economic slowdown experienced b.. Read more

LatAm 2015: CHILE | THOUGHT LEADERSHIP

THREE NEW INFLUENCES ON CHILEAN CONSUMERS It is not news that consum.. Read more

LatAm 2015: CHILE | THOUGHT LEADERSHIP

CHILE AMIDST THE PERFECT STORM In terms of Chile’s sporting perf.. Read more

LatAm 2015: CHILE | THOUGHT LEADERSHIP

"NEW MEDIA, OLD FASHIONED VALUES" In the last decade, digital media .. Read more

LatAm 2015: COLOMBIA | TOP 20 MOST VALUABLE COLOMBIAN BRANDS

One of Colombia’s best-known products, A?guila has over one hundred years of heritage and is a cu.. Read more

LatAm 2015: COLOMBIA | THOUGHT LEADERSHIP

OPPORTUNITIES FOR PEACE Colombia is still one of the countries in .. Read more

LatAm 2015: COLOMBIA | THOUGHT LEADERSHIP

BRANDS IN AN EVER-CHANGING ENVIRONMENT: TIME TO BE MEANINGFULLY DISTINCT! What is the secret of th.. Read more

LatAm 2015: COLOMBIA | THOUGHT LEADERSHIP

PEOPLE HATE OUR JOB Today, people are so bored by what we do that th.. Read more

LatAm 2015: MEXICO | TOP 30 MOST VALUABLE MEXICAN BRANDS | 1-15

Corona’s strong Mexican heritage has allowed it to surpass geographic frontiers, and it is curre.. Read more

LatAm 2015: MEXICO | TOP 30 MOST VALUABLE MEXICAN BRANDS | 16-30

Sanborns has grown from a single pharmacy into a large department store chain. Sanborns is not onl.. Read more

LatAm 2015: MEXICO | THOUGHT LEADERSHIP

A KALEIDOSCOPE OF CHALLENGES AND OPPORTUNITIES   In an envi.. Read more

LatAm 2015: MEXICO | THOUGHT LEADERSHIP

EVOLVING PARADIGMS IN AN UNPREDICTABLE MARKET Mexico is in a time of economic uncertainty. .. Read more

LatAm 2015: MEXICO | THOUGHT LEADERSHIP

CONSTANCY AMIDST CHAOS Once, in some book by a classic author, I rea.. Read more

LatAm 2015: MEXICO | THOUGHT LEADERSHIP

HOW TO GROW GREAT BRANDS IN A FAST CHANGING SCENARIO “The world.. Read more

LatAm 2015: MEXICO | THOUGHT LEADERSHIP

A STORY OF DAVID AND GOLIATH IN THE DIGITAL MEDIA ERA The cha.. Read more

LatAm 2015: MEXICO | THOUGHT LEADERSHIP

THE ROLE OF PR IN BUILDING STRONG BRANDS  “Communicating Character”  .. Read more

LatAm 2015: MEXICO | THOUGHT LEADERSHIP

CREATING GREAT BRANDS IN AN EXTREME MARKET Stating that in today’s competitive and ever cha.. Read more

LatAm 2015: PERU | TOP 12 MOST VALUABLE PERUVIAN BRANDS

BCP is a financial institution that has been operating in Peru since 1889. Originally it was named.. Read more

LatAm 2015: PERU | THOUGHT LEADERSHIP

EXPORTING PERUVIAN BRANDS Faced with a fluctuating domestic economy,.. Read more

LatAm 2015: PERU | THOUGHT LEADERSHIP

HAS THE SLOWING PERUVIAN ECONOMY IMPACTED BRAND VALUE? The Peruvian .. Read more

LatAm 2015: PERU | THOUGHT LEADERSHIP

BUILDING MEANINGFULLY DIFFERENTIATED BRANDS IN PERU Consumers are .. Read more

LatAm 2015: PERU | THOUGHT LEADERSHIP

WHAT'S NEW IN PERU'S LOCAL MARKET? In the past 15 years, Per.. Read more

LatAm 2015: PERU | THOUGHT LEADERSHIP

FROM ANALYTICAL TO 'CURIOSYTICAL' There is no doubt that the challen.. Read more

LatAm 2015: RESOURCES | BRANDZ BRAND VALUATION METHODOLOGY

Introduction The brands that appear in this report are the most valuable in Latin America. They were.. Read more

LatAm 2015: RESOURCES | WHY BRANDZ IS THE DEFINITIVE BRAND VALUATION METHODOLOGY

All brand valuation methodologies are similar – up to a point. All methodologies use financial res.. Read more

LatAm 2015: RESOURCES | CONTRIBUTORS

BRAND EXPERTS WHO CONTRIBUTED TO THE REPORT These individuals from WPP companies provided additional.. Read more

LatAm 2015: RESOURCES | THE BRANDZ BRAND VALUATION CONTACT DETAILS

The brand valuations in the BrandZTM Top 50 Most Valuable Latin American Brands are produced by Mill.. Read more

LatAm 2015: OVERVIEW | THOUGHT LEADERSHIP

At the beginning of this year, I had the chance to take part in an event in Ecuador, attended by t.. Read more