Criteria for selecting Latin American brands for inclusion in the Top 50 ranking were:
-- Brand must be owned by a publicly-traded enterprise
-- The publicly-traded enterprise must report positive earnings
Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The methodology mirrors that used to calculate the annual BrandZ Top 100 Most Valuable Global Brands, now in its seventh year.
The BrandZ rankings are the only valuations in the world that takes into account what people think about the brands they buy alongside rigorous analysis of financial data, market valuations, analyst reports and risk profiles. Download the complete BrandZ Latam Top 50 ranking here, including country breakdowns. The rankings and a great deal more are also available as a free interactive mobile app for Apple and Android and as an iPad magazine.
For more information please contact:
Miquet Humphryes, Millward Brown
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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.
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 http://www.wpp.com.
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.
SOURCE Millward Brown