Latin America: Corona edges out Skol from the position of Latin America’s most valuable brand

Mexican beer Corona is the most valuable brand in Latin America, overtaking Brazil's Skol, which has held the title for the past two years, according to the sixth-annual BrandZ™ Top 50 Most Valuable Latin American Brands announced on April 27 by WPP with data prepared by Kantar.

Corona took the top spot in the ranking after seeing an 8% brand value growth to $8.292 billion, edging out Skol, which grew by just 1% to $8.263 bln. The brand is sold in more than 180 countries and its success and global growth have been helped by Corona's ability to generate an affiliation with the "fun-loving" attributes associated with Mexican and Latin culture.

The overall Latin America Top 10 ranking is mainly represented by beer (four brands – Corona, Skol, Brahma, and Aguila), followed by financial institutions (two brands), retail (two brands) and communications providers (one brand).

Over the years the beer segment has been dominant in this ranking, but this year, four beer brands are present in the Top 10, rather than five. In addition, brands in the financial institutions
category have achieved their best positions in the Top 10 since 2012.

The four beer brands in the Top 10 this year together posted a 5 percent increase in their combined brand value compared with 2017.

26 April, 2018