The Brandz annual ranking of global brands listed four from Peru’s banking and beer industries in the most esteemed 50 brands of Latin America.
The BCP financial institution was the highest-ranked Peruvian brand in the 31st position, followed by Cristal beer at 33rd, Interbank at 37th and Pilsen Callao in 43rd place.
The report highlighted the Peruvian banks’ industry leadership in developing mobile and web transactions. It also mentioned MiBanco from the micro-finance space for their strengths in connecting with small- and medium-sized business owners.
The study attributes Cristal’s top position in the beer industry to its longtime association with Peruvian soccer. However it singles out Pilsen for particularly creative ad campaigns and brand positioning.
“The oldest beer in Peru continuously rejuvenates itself through ongoing innovation in terms of image and experiences offered to consumers, communicating freshness and reinforcing its association with true friendship,” writes Jeanette Yañez, account director for Millward Brown in Peru.
While no health and personal care company from Peru made the list, the report mentions the Belcorp and Unique brands as possible threats to global cosmetic companies because their personal sales model effectively reaches middle-class consumers.
Peru’s increasing middle class is making consumers “more informed, more demanding, more connected, [and they are] accessing [more] modern purchasing channels and seeking new forms of entertainment,” reads the report, which cites the increasing importance of young people and women in market targeting.
The Brazilian beer Skol dethroned the Mexican Corona in an upset of the regional rankings. However Mexican companies led region with 17 brands in the top 50, followed by Brazil with 11 and Colombia with nine. With four brands on the list, Peru edged Argentina by two.
The top 10 brands in the world all came from the United States, led by Apple and Google and also including Visa, Coca-Cola, McDonald’s and Marlboro.
The study’s top 12 brands within Peru were:
- BCP
- Cristal
- Interbank
- Pilsen Callao
- Inca Kola
- Cusqueña
- Pacifico Seguros
- Pilsen Trujillo
- Cemento Sol
- Plaza Vea
- InkaFarma
- Real Plaza
The Brandz 100 survey is compiled annually by American market research company Millward Brown, a division of the British advertising agency, WPP.
Sources
BrandZ 2015 LATAM Top 50 Chart (Millward Brown)
BrandZ 2015 LATAM Top 50 Report (Millward Brown)
BrandZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2015 (Millward Brown)
