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LatAm 2015: OVERVIEW | COMPARISON WITH OTHER BRANDZ™ BRAND VALUATION RANKINGS

The distribution of the Latin American rankings by category is very distinct in comparison to the Chinese and the Global rankings, due to the economic specificity of each region. While in the Latin America rankings generally the most important category is Beer, Food & Personal Care – mainly explained by the growth of the consumption of popular brands, in both China and Global rankings, Technology appears as one of the most important categories.

Looking at the evolution from 2014 to 2015, we can see that Technology has gained importance in both Chinese and Global rankings. In China the category grew 50% (from 16% to 24%), due to important portal and media companies that have enhanced

their operations in the country. In the Global ranking, Technology, the most important category, grew 15% (from 27% to 31%). Even in Brazil, the Technology category is starting to appear in the ranking – the search engine Buscape? makes its debut here this year.