Telcel dominated the Kantar list for its innovation and 5G connection actions.
Among the top brands is OXXO, Bodega Aurrera and Del Valle.
Corona had led the number 1 ranking position for years.
In the last ranking of Kantar, Telcel positioned itself as the most valuable brand in Mexico this 2023, surpassing the Corona brewery that, for many years, literally crowned itself above some of the most beloved companies by the consumer.
And it is that he Kantar BrandZ It did not appear during the two years of the Covid-19 pandemic, leaving Corona in 2020 with a value of 7,529 million dollars and Telcel in second place with 5,438 million dollars; However, although the health crisis changed everything and the valuation cannot be fully comparable with what the companies experienced before and after the economic and social coup, this year we can see how Cemex and Sanborns get out of the equation and Aeroméxico manages to grow your income.
This, for example, if compared with the study of Brand Finance of 2022in which Corona led this positioning of the most valuable Mexican brands with a brand value of 7.027 billion US dollars.
This trend is a reflection of what is happening worldwide, as Amazon also came to dethrone Apple as the most valuable brand, reaching a brand value of almost 300 billion dollars.
In the Global 500 of 2023, prepared by Brand Finance, it can be seen how, although it led the list, the eCommerce giant suffered a 15 percent drop due to consumer perception of its customer service. In this ranking, 48 technology brands were represented, one of the sectors with the greatest growth potential.
Telcel surpasses Corona as the most valuable brand in Mexico 2023
This year began with a huge change in the industry benchmark, as Corona lost its place as the most valuable brand in our country, which it held for more than three years, and ceded this rank to Telcel, which has a value of 12 1,786 million dollars, well above the 8,291 million dollars for beer.
According to the report of the 30 most valuable Mexican brands of 2023, carried out by Kantar, lhe largest firms have a combined value of 68 thousand 308 million dollars and, of these, only Telcel and Corona represent 31 percent.
However, the telephone company reached the top of the ranking “thanks to its innovation efforts to bring super-fast connectivity to the country through its 5G network”, in addition to its marketing strategy by using Checo Pérez as a brand icon and achieve comprehensive visibility of digital transformation among younger users.
As for Corona, its decline is mainly due to the business turn it took during the pandemic, when it changed its production to offer disinfectant; However, its dominant value was maintained among the Mexican industry and among consumers due to the type of corporate communication that it implemented, either with the 2021-2022 campaign “Mexicans That Shine” or with his last piece “Mexico Rules”where they encourage the talent and diversity of Mexicans and strengthen their position in the alcoholic beverages sector.
In fact, this was one of the categories that was most reflected in the rankingsince a quarter of the total value of the 30 positioned brands is represented by alcohol brands that have boosted their image through activations at the main music festivals in the country and sports championships, including Tecate and Victoria beers, with the number 4 and 8, and a value of 4 thousand 200 and 2 thousand 600 million dollars, respectively.
Classification 2023 | Brand | Category | Brand value (mdd in 2023) |
---|---|---|---|
one | Telcel | Telecommunications | 12,786 |
2 | Crown | Alcoholic drinks | 8,291 |
3 | Aurrera Winery | Retail | 6,270 |
4 | Tecate | Alcoholic drinks | 4,213 |
5 | Telmex | Telecommunications | 3,503 |
6 | Bimbo | Food and drinks | 3,313 |
7 | OXXO | Retail | 3,308 |
8 | Victory | Alcoholic drinks | 2,563 |
9 | Banorte | Financial institution | 2,283 |
10 | From the valley | Food and drinks | 2,188 |
As can be seen in the positioning table, there are some of the companies most loved by Mexicans in the top 10, such as Bodega Aurrera, Telmex, Bimbo and OXXO.
Thus, it can be concluded that the movements of the brands, beyond their income and earnings, are part of the national or international ranking thanks to their contributions in daily life, their development, diversity, amplitude of products and services, marketing strategies. and, above all, internal and external values and objectives, a reflection of the future that is glimpsed in the Mexican market.
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