FMCG & retail brands show huge growth in Brandz’s 2nd annual top 50 Latam brands

‘Most Valuable LatAm Brands’ list to be previewed next week at The Festival of Media LatAm 2013

September 20, 2013

The Festival of Media LatAm 2013 will unveil a preview of the BrandZ 50 Most Valuable LatAm Brands list, at the event being held in Miami next week.

This year’s BrandZ LatAm list will reveal that FMCG and retail brands as a whole have shown substantial growth compared with last year. Such brands include Sadia Foods (Brazil), Falabella (Chile) and Liverpool (Mexico).

The list will also show the brand value performance of beer brands such as Skol (Brazil), Aguila (Colombia), Corona (Mexico) and Cristal (Peru); as well as financial brands like Banorte (Mexico), Itau Unibanco (Brazil), Bancolombia (Colombia), Bradesco (Brazil) and Banco do Brasil.

All brands will be judged against each other, for one to be named the most valuablebrand in the region. Countries represented are Argentina, Brazil, Chile, Mexico, Colombia and Peru. Last year Petrobras (Brazil) came top of the list, with Telcel (Mexico) in second place. The most valuable brands in each country will also be revealed.

Brand values are determined by financial and marketing data, using the same methodology that WPP & Millward Brown apply to the BrandZ Top 100 Global Brands ranking. This year, Apple was named the most valuable global brand followed by Google.

The  LatAm study, which analyses the value of 957 brands, is conducted by Brazilian branding consultancy Brand Analytics and Millward Brown Optimor.

Fabian Hernandez, CEO Millward Brown Latin America, who will be speaking at The Festival of Media LatAm 2013, said this year’s BrandZ LatAm list was shaped by an increase in the power of consumption as well as the rise of the middle
class. He added a common characteristic of brands in the Top 50 were those which embodied traditional and local values while delivering an outstanding customer experience.

“Local brands understand that they can be competitive by offering a ‘global standard’ service, product or experience. Companies that want to be part of this list need to be more consumer oriented; and as consumers are becoming more globally minded, they need to have a good value proposition that fits this new mindset,” said Hernandez.

Brand Analytics managing director Eduardo Tomiya, who is also speaking at the Festival, added: “Brands are the most important assets in an organisation. The 2013 BrandZ LatAm list shows, in a very structured and quantitative way, that all  these local companies have done an excellent job in building their brands, which have substantial value. It might take more to become a fully global brand, but this is certainly the first step.”

A report containing the full results of the BrandZ LatAm 2013 study will be published October 1.

The Festival of Media LatAm 2013 is taking place at the Fontainebleau Miami Beach Resort from September 25 to 27. This year’s theme is ‘Brands without borders: the opening up of media’. The conference concludes with The Festival of Media LatAm 2013 Awards gala dinner on September 27.

Organised by C Squared, The Festival of Media LatAm is the only event dedicated to all 23 Latin American markets. The three day event brings together Latin America’s most high profile figures and senior level decision makers from across the worlds of advertising, media and marketing.




For press information please contact MaryLou Costa or Julie Salesses on (+44) 20 7249 7769 or at

You can check out videos of previous Festivals and key presentations at

Please credit The Festival of Media with all images and videos used. 


Awards: Danielle Redwood or call +44 (0) 20 7367 6979

Delegate booking rates: Soraya Zarain or call +44 (0) 20 7367 6994

Sponsorship and exhibition opportunities: James Fleetham or call +44 (0) 20 7367 6977

Agenda: Martina Lacey or call +44 (0) 20 7367 6988


Academy: Soraya Zarain or call +44 (0) 20 7367 6994


About Millward Brown

Millward Brown is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions – both qualitative and quantitative – Millward Brown helps clients build strong brands and services. Millward Brown has 82 offices in 52 countries. Additional practices include Millward Brown’s Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group. 

About WPP

WPP is the world’s largest communications services group with billings of $77.1 billion and revenues of $16.1 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 158,000 people (including associates) in 2,500 offices in 108 countries. For more information, visit

BA BrandAnalytics Consulting

BrandAnalytics is a Brazilian Branding Consultancy that focuses on Brand Valuation/Scorecards, Brand Strategy and ROI. By combining thorough analytics with an understanding of financial, marketing and strategic issues of the business, we provide evidence-based branding recommendations that are linked to shareholder value generation. For the last 6 years BrandAnalytics has partnered with BrandZ team, being responsible for the Financial Model of the Top 50 Most Valuable Brazilian Brands, and Top 50 Most Valuable Latin American Brands.