LATAM 2017 | BRAND VALUE DISTRIBUTION BY COUNTRY
For the fourth consecutive year Mexico leads the Top 50 BrandZ ™ Top 50 Most Valuable Latin American Brands 2017, with a share of 43%, against 37% of the previous year ranking.
The growth from 37% to 43% in the total contribution of Mexico to the BrandZ ™ Top 50 Most Valuable Latin American Brands 2017 was mainly driven by the Beer, Food & Personal Care category, which represents 42% of the Mexican Ranking and showed a 1% growth in the period. This category has been benefited in the recent years by the access of the population to credit and by the growing number of the young people population.
Despite the fact that Brazil is the largest economy in Latin America, with 33% of the GDP in the region (against 22% of Mexico), the country saw its participation in the Top 50 Latam dropping from 24% to 23%. This is a consequence of the huge decrease in value in all categories, reflection of the instability in the economic and political context and the consequent uncertainty of consumers and stock market investors in this scenario. All these factors impacted the exchange rate, which depreciated 32% in the period, affecting both the companies’ market and brand values.
Chile, the third contributor in the region, increased its participation from 15% to 17% from 2015 to 2017. The categories Beer, Food & Personal Care and Services led this performance, growing 16% and 6%, respectively.
In the fourth position, Colombia had a dramatic drop in its contribution to the Top 50 Latam, decreasing from 15% to 8%. The Top 20 Most Valuable Colombian Brands dropped 48% from 2015 to 2017, mainly driven by the Financial Institution category, which declined 80% in the period: in 2015 this category represented 44% of the Top 20 in the country’s ranking, and only 17% in 2017.