They revealed the 100 most valuable and strongest brands in the Latin American region in their study Brand Finance Latin America 100
Brand Finance is a consulting firm specializing in brand valuation and strategy, which each year analyzes the value of more than five thousand brands in different industries. The British firm presented the 100 most valuable and strongest brands in the Latin American region in its study Brand Finance Latin America 100.
According to a statement to which Cointelegraph en Español had access, Mexican brands dominate the Brand Finance Latin America 100 2020 ranking, occupying 37 positions and representing 42% of the total value of the list. The Brazilian brands follow closely behind, with 33 brands representing 38% of the total value of the list.
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Laurence Newell, director of Brand Finance Mexico and Latin America, said:
„In our regional ranking for the year, Brazil and Mexico share equally the number of brands they place in the top 10. From a country perspective, of the top 100, 37 are Mexican and 33 Brazilian. There are also 12 from Chile, 8 from Colombia and 5 from Argentina“.
The combined value of the 100 most valuable brands in Latin America exceeds USD 143 billion, according to the 2020 analysis.
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Banks and financial services dominate the list
Analysed from a sectoral point of view, banking and financial services brands are the dominant ones. They represent 25% of the total value of brands in the table, and together they are worth USD 36 billion in value. There are 18 banking brands in total, most of which reflect an upward trend in value this year.
Brazil leads this segment with five in the top 100. Itaú, Bradesco and Caixa take the top positions in the ranking. Colombia has three: Bancolombia, Banco de Bogotá, and Davivienda. Also, three are Chilean: Banco de Chile, BCI, and Banco del Estado de Chile. Two brands are from Argentina: Banco Galicia and Banco Macro and one from Peru, BCP.
In the Mexican banking sector there has been quite a lot of movement on brand issues in the last two years, mainly driven by BBVA – having lost its Bancomer „surname“ – and by Citibanamex. Both have been out of the Brand Finance Mexico 50 ranking for some years now, as their results are attributed to their respective Spanish and US brands.