The valuation was carried out by Millward Brown Vermeer in conjunction with WPP.
Now worth US $8bn after a 21% increase in brand value, Corona’s continued strength reflects its solid brand positioning and the positive feelings consumers have towards it, in Mexico and overseas.
The total brand value of the Top 50 declined 4.5% compared with 2013, decreasing from US $135.3bn to US $129.2bn. Three sectors grew: Beer (+13%), Food (+21%) and Retail (+14%). The brands in these sectors successfully evolved their value propositions to remain deeply relevant to Latin American consumers as they become more prosperous and consumption increases, in particular by implementing strategies to meet the needs of the expanding middle classes.
Food & drink brands are indicated in bold.
“2014 was a very good year for consumer goods brands (9% growth) and retail brands (14% growth), which kept themselves highly relevant as consumers’ needs evolved,” said Eduardo Tomiya, MD of Millward Brown Vermeer. “Brands that have positioned themselves successfully for middle class consumers increased substantially in value in the Latam region. Meanwhile, those that failed to profit fully from consumers’ increased purchasing power, such as telecom brands, or which have had to restrict their brand building activities – like financial institutions – have seen their brand value drop.”
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