Among global companies, only five Latin American enterprises rank among the world’s top 500 valuable firms.
Brazil and Mexico are home to the leading brands in Latin America, with Itaú, Corona Extra, Claro, Bradesco, and Banco do Brasil topping regional charts.
‘Brand Finance Latin America 100—2023’ reports Bradesco and Banco do Brasil as sole Latin American entries among top 500 global companies.
Banking (18%), retail (15%), beer (9%), and energy (oil and gas, 8%) sectors collectively contribute 50% of regional ranking value.
Itaú leads with a brand value of $8.7 billion, marking a 32% increase. Meanwhile, Lala from Mexico secures the title of the strongest brand with a score of 90 out of 100 in brand strength.
In the previous year, Itaú surpassed Corona Extra, which is now valued at $7.4 billion, showing a 6% increase.
Claro holds third place with a valuation of $5.5 billion. Bradesco and Banco do Brasil, valued at $5.1 billion and $4.9 billion respectively, demonstrate notable growth among Brazilian banks.
The Mexican retailer Bodega Aurrera also made a notable rise to sixth place with a value of $4.4 billion.
The top ten also includes Mexican brewery Modelo, Brazilian oil giant Petrobras, Argentina’s Mercado Libre, and Colombia’s Ecopetrol.
These brands reflect commercial actions, customer recognition, value generation, and sustainability efforts.
The document assesses brand strength via metrics like marketing investment, stakeholder value, and business performance.
Notably, Lala, with a 4% increase in brand value, surpasses Mercado Libre.
Latin American Brands in Focus
Brazilian beauty brand Natura and Mexican companies Telcel and Gamesa also feature prominently, with Ecopetrol securing a spot among the top ten strongest LatAm brands.
‘Global 500 Report 2024’ by Brand Finance: Only five Latin American brands, two from Mexico and three from Brazil, featured.
Corona Extra climbs to 207th globally with a 40% value increase to $10.4 billion, while Itaú and Banco do Brasil fluctuate.
Study of 6,000 companies across 41 countries determines most valuable brands, highlighting economic benefits of brand ownership.
Brazil and Mexico rank high in the ‘Global Soft Power Index’, showcasing their persuasive global influence.
Brazil, Argentina, and Mexico rank 31st, 38th, and 41st, respectively, in this index, which is also spearheaded by Brand Finance.