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Beer, Food & Personal Care


The Beer, Food & Personal Care category continues being the most important to the BrandZ ™ Top 50 LatAm, with a participation of 42% in 2017 (35% in 2015), and Beer the main sub-category, showing again a participation of 82% in the total value of the category and contributing with 12 brands among the 17 brands of the category.\


Brazil and Mexico lead this Beer sub-category, with a share of 33% and 31%, respectively. The growth of consumption of popular brands in the region helped to reduce the impact of the economic crisis in the sub-category


Financial Institutions (Banks and Insurance)


The Financial Institutions category showed in 2017 the worst performance in these 5 years of the BrandZ ™ Top 50 LatAm. The category dropped 56% from 2015 to 2017, reflection of both the exchange rate devaluation and the mood of the investors in the market capitalization of the banks, what consequently affected their brand values.


Colombia showed the highest decrease in the category, less 76% in the period. On the other hand, Brazil continues dominating it, with a participation of 31% (34% in 2015).





Retail was the only category that did not change in terms of brand value from 2015 to 2017. As consequence, the contribution of the category for Top 50 LatAm increased from 16% in 2015 to 20% in 2017.


Although Chile continues being the main contributor for the category, with a participation of 50%, its brands decreased 10% in value, what was compensated in great part with the performance of Mexico, the second contributor, which brands increased 8% in the period.


This category has become increasingly competitive, forcing companies to take an innovative approach to attract consumers and encourage long-term loyalty.



Services (Communication Providers and Airlines)


This category, which is mainly represented by the subcategory Communication Providers (89%), decreased by 22% in value – the third largest drop among the five categories. In terms of contribution for the BrandZ ™ Top 50 LatAm, the category maintained its participation in 16%.


Mexico, the main contributor for the Services category with a share of 64%, dropped 24% in terms of brand value. Telmex and Telcel showed the worst performances, declining 40% and 26%, respectively.



B2B (Energy / Oil and Industrial)


The B2B category had the second worst performance in the BrandZ ™ Top 50 LatAm 2017, declining 29% in comparison to 2015.


Energy/Oil, the main sub-category with a participation of 66% in the total value of B2B, decreased 31%, still reflecting the effects of falling commodity’s price and depreciated exchange rate, what was worsened with problems of corruption at Petrobras, the Brazilian oil company.