The Kantar BrandZ Most Valuable Mexican Brands have collectively grown their brand value by 10%, over the past two years and are now worth $95 billion. Two-thirds of brands in the ranking have grown their value.
Highlights from this report, which includes the opinions of 40,000 people about 1000 brands across 70 categories, reveal:
• Corona is Mexico’s most valuable brand for the first time, with a brand value of $18.7bn
• Telcel is at No. 2 ($12.9bn) and Modelo at No.3 ($11.6bn)
• Banorte, (No.10; $3.2bn), has increased its value by 42% following its brand repositioning
• Four newcomers join the ranking, led by retailer Chedraui (No.22; $889m), followed by Topo Chico (No.23; $872m) with its range of healthy drinks and hard seltzers
• Amongst retailers, Liverpool (No.14; $2.0bn; +38%) and Soriana (No.20; $954m; +36%) have also achieved significant brand value growth
• 40% of Mexico’s top brands enjoy strong Pricing Power, with consumers seeing them either delivering great value, having the ability to increase their margins, or charging a justified premium.
Infographic
20 Mexican brands have grown their brand value, despite a challenging economic environment, showing that strong brands are less likely to lose value in times of uncertainty and more likely to grow value as countries recover and move forward. Kantar’s Blueprint for Brand Growth, developed to guide brands on ways to achieve growth by building Meaningful Difference, shows there are three key catalysts for brand value development: Predisposing More People, Being More Present and Finding New Space.
Top 30 Video
Watch to find out which brands made the list of Mexico’s most valuable brands. Our data shows that a focus on building Meaningful Difference is the key to unlocking future growth. When it comes to Meaningful Difference, Mexican brands stand out among their global peers. While 67% of the most valuable global brands in 2024 had high levels of Meaningful Difference, the number jumps to 77% for Mexico’s Top 30 brands.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
