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  • Posted by: Pablo Romo on Tuesday, July 15 2014 10:00 AM | Comments (0)

    Best Mexican Brands 2014

    Telcel leads the ranking, followed by Corona, Telmex, Oxxo, and Bimbo

    Interbrand is excited to launch the Best Mexican Brands 2014 report. Led by Telecom giant, Telcel— followed by Corona, Telmex, Oxxo, and Bimbo—the ranking presents a cross-section of the most successful brands in all sectors, including retail, beverages, food, and financial services.

    The value of all 25 Mexican brands exceeds USD $32,000 million, which demonstrates the growing influence of these companies in their markets. Notably, the combined value of these top Mexican brands has grown almost 90 percent during the past 5 years.

    By comparison, the total value of the top 25 Mexican brands is equivalent to 80 percent of the value of Brazil’s top 25 brands (USD $40,000 million), 58 percent of the best Spanish brands (USD $55,000M), 51 percent of India’s leading brands (USD $63,000M), 46 percent of Canada’s (USD 70,000M), and 28 percent of Japan’s (USD $115,000M). While a gap in total value remains between Mexican brands and leading brands elsewhere,, the impressive growth of brands such as Bimbo, Corona, Cemex, and Mexichem has reduced this gap significantly.

    Key sector takeaways from the report:


    The telecom sector leads the ranking, representing 29 percent of the total value. Two brands from this sector appear in the ranking, with Telcel at #1 and Telmex at #3.

    Despite the success Telcel and Telmex currently enjoy, the next few years may prove to be challenging for brands in this sector given a) recent political reforms, b) the need for telecom companies to increase investment in infrastructure, c) technological advancements, and d) the need to become more client-focused.


    Speaking to the enduring success of Mexico’s alcohol brands, the beverages sector is the second best-represented one in the ranking, comprising 21 percent of the total value. Familiar brands that lead in this space include Corona (#2), Modelo Especial (#6), and El Jimador (#19).

    With Mexico being the largest beer exporter and the sixth largest producer in the world, the country’s beer subsector is, without a doubt, globally relevant and highly successful. Grupo Modelo (part of AB InBev) and Cuauhtémoc Moctezuma (part of Heineken Group) dominate the sector, with each holding owning 57 percent and 41 percent market share respectively.

    Tequila—best represented by the top-selling brand, El Jimador, in the ranking—is the quintessential Mexican alcoholic beverage. The tequila market has been growing steadily for the past 40 years, and the subsector boasts over 119 tequila producers and more than 2,000 brands. And its popularity is not just domestic— tequila is also seeing unprecedented growth in international markets.

    Financial Services

    The financial sector comprises 15 percent of the list, and includes brands such as Banorte (#7), Banamex (#8), Inbursa (#11), and Compartamos Banco (#14). It’s important to mention that the market leader, BBVA Bancomer, was not included in the ranking on account of methodology constraints. So far, it has not been possible to attribute a financial value to the Mexican part of the brand (i.e., Bancomer) since it was acquired by the Spanish multinational BBVA (Banco Bilbao Vizcaya Argentaria).

    While confidence in financial institutions has waned in many parts of the world, in Mexico, confidence has increased considerably in the past five years.

    This is partly due to an increased emphasis on customer service, exemplified by institutions such as Compartamos Banco. While brands in many markets are working to get closer to their customers, in Mexico, consumers are increasingly showing a preference for financial institutions that 1) appear to share their values and 2) seem to be motivated to help clients improve their financial situation, rather than solely motivated by the prospect of financial gain.

    Other notable trends are the growth of niche banks (e.g., ones that are. focused on specific demographics, regional or local segments, etc.), and the growth of banks that demonstrate innovative approaches to customer service, project an approachable image, and emphasize friendly communication.

    The full ranking:

    Note: To qualify for the Best Mexican Brands ranking, brands must be of Mexican origin, must be on the stock market (so that Interbrand can access publically available financial information), and must show a positive operating profit after taxes and cost of capital.

    Pablo Romo is a Client Services Manager at Interbrand Mexico. 

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  • Posted by: Brittany Waterson on Tuesday, June 24 2014 12:00 AM | Comments (0)

    Today, Interbrand launched its Best Global Green Brands 2014 report. Each year, Interbrand executives join forces with peers at Deloitte to examine the gap that exists between a corporation’s environmental/corporate citizenship practices and consumers’ perceptions of those practices.

    “This year’s Best Global Green Brands report focuses on the power of participation and collective action,” noted Jez Frampton, Interbrand’s Global Chief Executive Officer. “The report suggests that every constituency—businesses, consumers, employees, suppliers, governments and investors—will need to be engaged and willing to collaborate in order to take Corporate Citizenship and sustainability initiatives to the next level.”

    One brand that has taken its efforts around sustainability and corporate social responsibility to the next level is Ford. For the first time in the report’s history, it is the most valuable Best Global Green Brand--followed by Toyota (#2), Honda (#3), Nissan (#4) and Panasonic (#5). Automotive brands clearly dominate this year’s report, representing four of the top five brands and occupying 20 percent of the entire table.

    Swedish home furnishing retailer IKEA (#19) and Spanish fast fashion giant Zara (#34) were this year’s top risers, both climbing 14 places on this year’s ranking. Additionally, three new brands join this year’s ranking: Chevrolet (#32), Disney (#49) and Heineken (#50).

    In addition to ranking the 50 Best Global Green Brands, the report also provides readers with insightful articles and interviews from top executives at companies and nonprofits alike. This year, interviews were conducted with executives from Water.org, Union Bank, Adobe, and Pencils of Promise.

    Click here to read the 2014 Best Global Green Brands report in full, click here to read coverage on Fortune.com or join in the conversation on social media by using the hashtag #BestGlobalGreenBrands.

    Brittany Waterson is an Associate in Interbrand's Global Communications and Marketing team.

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  • Posted by: Ariën Breunis on Thursday, April 10 2014 10:00 AM | Comments (0)

    Best Dutch Media Brands

    Best Dutch Media Brands: Important lessons from the past five years

    Interbrand recently launched the fifth edition of Best Dutch Media Brands, which has been spotlighted in Tijdschrift voor Marketing, the leading marketing journal in The Netherlands. The Best Dutch Media Brands report reveals which brands are strongest in the marketplace and offers a fresh perspective on the Dutch media sector. In this blog post, I will share key lessons from the report that will benefit marketers and brand leaders around the globe. But first, let’s get a sense of the bigger picture by comparing this year’s top brands with the top brands of five years ago.

    Top Ten—2014 versus 2010










    SBS 6



    Discovery Channel


    RTL 4



    Nederland 1





    Uitzending Gemist










    Donald Duck


    De Telegraaf





    NET 5










    RTL 7



    National Geographic




    While you may not be familiar with all the brands on the list, a closer examination of the changes in the rankings in the past five years is like looking at two different eras. As recently as 2010, television, mass communication, and big brands dominated. Just four years later, the internet, personalized content, and tailor-made brands are driving change and grabbing more mindshare in the Dutch media landscape.

    What can media brands learn from this shift? Here are three key lessons:

    1. Media brands have nothing to lose but their chains
    In recent years, traditional boundaries around media categories have blurred, if not evaporated. Television and radio, for instance, no longer exist in a vacuum and out-dated category laws no longer apply. The media world today is a digital and convergent one. It’s adage: B&C instead of B2C. Brand messages, content, and even products are no longer just “delivered” to people, as it was in the old days. Brands are now co-created, with consumer preferences and behaviors now influencing business strategy, brand strategy, and offerings. The people’s chief demand is clear: access anywhere, anyplace, anytime. Only brands that are responsive and adaptive to these trends now appear on top in the 2014 ranking. The NOS brand, for instance, is perceived as a brand that’s accessible via multiple entry points and is, therefore, close to consumers. Given the rising success of such organizations, other brands should take this as their cue to remove the shackles of their (former) category and embrace the possibilities of a digital, convergent world. Brands that still define themselves today strictly as major television or newspaper brands are likely to struggle in the future. They will become prisoners of their own category.

    2. Digital enables consumers to shape what a brand stands for today
    Another interesting development is the rise of social media brands such as Facebook, Twitter, and LinkedIn. Unlike traditional media brands, these brands don’t provide their own content. Social media brands offer user-generated content. In the digital age, a lack of brand owner created content, however, doesn’t mean a lack of brand influence. Facebook, Twitter, and LinkedIn facilitate consumer connections and conversations, while monitoring what’s going in their social and professional lives. According the Best Dutch Media Brands survey results, consumers indicated that the most important driver for using these brands is to bond with others. The relevance of these brands lies in the fact that they’re tapping into a primary human need. Since social media brands use technology to deliver tailor-made, personalized content, the resulting brand experience flawlessly fits a consumer’s identity. As such, “my Facebook” is distinct from “your Facebook,” a notion that takes personalization—and relevance—to the next level. To thrive in the coming years, nearly all brands—especially media brands, which are communicative by nature—must figure out how to harness the power of digital technology to connect with and better understand consumers.

    3. Wanted: brands that believe what I believe
    A number of the top ten Best Dutch Media Brands convey or have their roots in a clear purpose, cause, or belief. Discovery Channel, for instance, is dedicated to satisfying curiosity and puts that commitment at the heart of everything they do. It’s literally the brand’s raison d'être. It gives focus and direction to all branded activities and helps to ensure consistency in look, feel, and experience—which extends to the hit series the brand produces such as Deadliest Catch, MythBusters, and Shark Week. The Discovery Channel’s products are tangible proof of what the brand stands for and believes. As a result of its clarity around and commitment to its core value, it attracts consumers who want their curiosity ignited and the thrill of discovery delivered. In Start with Why, Simon Sinek’s book about what it truly takes to lead and inspire, the author couldn’t have said it better when he when he wrote, “People don’t buy what you do, they buy why you do it.” In other words, purpose-driven brands don’t interact with a target group, but with like-minded people. Now that’s a strong basis for a relationship!

    As these lessons illustrate, the path forward for media brands is evident: break free from your category, embrace digital, and start with a clear purpose. The key to adaptation—and success—is “change,” as the title of this blog post, borrowed from Benjamin Franklin’s famous words, indicates. What will the media landscape look like in 2015? It will depend on which brands evolve (and how quickly), and which brands fail to keep up with the pace of change.

    Ariën Breunis is an Associate Director in Interbrand’s Amsterdam office

    You can follow him on Twitter at @BreunisA

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  • Posted by: Alexandra Meyer on Monday, November 4 2013 01:48 PM | Comments (0)
    Interbrand Toronto

    Interbrand's Best Global Brands 2013 celebrations continue globally, and as part of the launch events, Interbrand Toronto hosted an event at Shangri-La Restaurant in Toronto. The event was a discussion-focused dinner, gathering senior marketers of some of Canada’s most prominent brands.

    Alfred DuPuy, Managing Director of Interbrand Toronto, ignited the dialogue with an overview of the report and its theme: Leadership - What it means for Canadian Brands. “In such a complex and nuanced atmosphere, it’s apparent to us that leadership has never been more integral to a brand’s success,” he said.

    Best Global Brands 2013“The really cool thing is that we’re seeing this kind of leadership development right here in Canada," DuPuy added. "We’re proving we are able competitors on the global stage.”

    Throughout the evening, the buzz around how Canadian brands lead could be heard through a number of emerging areas of focus – from Customer Brand Engagement to Brand Governance and Corporate Citizenship.

    If the BGB Canada event was any indication, the opportunity for Canadian brands to lead in an ever-changing marketplace is abundant. We are looking forward to seeing how these brands rise to the challenges they face.

    For more information on Interbrand Toronto, please contact Tamara Roberts, Interbrand Toronto.

    Alexandra Meyer is a Senior Associate at Interbrand Toronto.

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  • Posted by: Amy Edel-Vaughn on Tuesday, October 29 2013 07:40 PM | Comments (0)
    Best Russian Brands 2013

    Interbrand Moscow’s Best Russian Brands 2013 has a new #1. Appearing on the Best Russian Brands 2010 report at #30, energy company Gazprom, catapults to the top of the ranking this year.

    Two years ago three of the top 15 brands on the list of Russia’s 40 best brands were from the oil industry. Today eight of the top 15 brands are natural resources businesses, either energy companies primarily focused on oil or petroleum, or mining companies.

    MTS, Mobile TeleSystems, and Beeline, both telecom companies, were in the first two spots in 2010 and 2008 with MTS at #1 in 2010 and Beeline at #2, a reversal from 2008. Gazprom has bumped them down on the new report to MTS at #2 and Beeline at #3. Fellow telecom brands topping the list include MegaFon at #4 and Rostelecom at #14.

    An airline brand enters the report for the first time in the Best Russian Brands report history, with Aeroflot taking the #17 spot. The biggest riser from 2010, Svyaznoy, the handset retailer that expanded into banking in 2010, which came in at #20 drops to #36 this year.

    New entrant Norilsk Nickel, a nickel and palladium mining and smelting company, jumps onto the list at #5. Rusal, the world’s largest aluminum company, and Mettalloinvest Management, a mining and metallurgy brand, both enter the ranking at #11 and #15 respectively. Rounding out the list of energy and natural resources brands leading on the list this year are TNK-BP, which Rosneft acquired this year, coming in at #7, Lukoil at #8, Tatneft at #10 and Rosneft at #13.

    The only three brands in the top 15 of the list that are not telecommunications brands or operating in the natural resources and energy space are Baltika Breweries, makers of popular beer and Russia’s largest FMCG company, at #9, GAZelle, the commercial vehicle manufacturer, at #12 and the Savings bank of the Russian Federation at #6. Also known as Sberbank, the brand is one of the largest in Europe and offers savings, investment and lending services.

    The brand values of these 40 brands are remarkable and demonstrate the strength of this BRIC marketplace. With careful attention to branding and strong leadership, these brands have helped the Russian economy weather the financial crisis. As economist Constantin Gurdgiev has noted on the release of this year’s report, “It is true that Russia has some fantastic brands.”

    Amy Edel-Vaughn is Interbrand's Community Manager.

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