And in position 19 was Banco Inbursa with a brand value of 909 million dollars. The financial entity is chaired by Marco Antonio Slim Domit, the second son of the Mexican magnate.
According to Kantar, the 30 most valuable Mexican brands have a combined total value of $68.3 billion.
the taste of success
In the national ranking, Corona took second place, with a value of 8,291 million dollars. The agency highlights that the brand continues to be in the mind of the consumer, thanks in part to its promotional campaigns, including “Mexico rules” in which it celebrated the diversity of modern Mexico and challenged social stereotypes.
The list is dominated by alcoholic beverages. The category is made up of six brands that together represent more than a quarter of the total value of the classification. Corona, Tecate and Victoria They have known how to take advantage of Mexican pride by being present in activities that are highly attractive to their targetsuch as music festivals and sports championships.
The only non-beer alcoholic beverage brand on the list of the most valuable Mexican beverages is Jose Cuervo, which ranks 22nd, with a brand value of $726 million. It has been manufactured in Mexico since 1795 and its products are sold in more than 85 countries.
Attributes that make the difference
Although most Mexican brands are good at generating salienceIn other words, they come quickly and effortlessly to the mind of the consumer when purchasing needs are activated in the category, they have an opportunity to build stronger connections and increase the perception of a significant difference.
The Mexican women in the top 30 who have a significant difference are worth, on average, more than double that of those who do not. Aeromexico stands out for this attribute. It is in 13th place, with a value of 2,005 million dollars and operates regular services to more than 90 destinations in Mexico, North America, South and Central America, the Caribbean, Europe and Asia.
Although the pandemic deeply affected the global aviation industry, Aeroméxico has registered a strong recovery and in 2022 its total offer of seats exceeded the June 2020 figures by more than 320%.
clip is another case. It is located on site 17, with a value of 981 million dollars and it is a digital commerce and payments platform that offers software and hardware to help buyers, as well as the thousands of small and medium-sized companies in Mexico. It is getting good results in innovation. By democratizing card payments across the country, it has grown to become a payments unicorn brand in Mexico.
“Market conditions continue to present unpredictable challenges, but Mexican brands that invest in being distinctive and differentiating themselves from their competitors in a way that consumers find relevant and attractive will continue to thrive. Significant difference is a key ingredient in the recipe for strong brands and can be essential for brands with global ambitions”, says Alberto Vargas, VP Brand at Kantar Mexico.
The sustainable wave
Another factor driving brand value growth is the need to respond to the challenge of sustainability. Kantar’s research shows that in Mexico, 42% of people are concerned about climate change and the environment, compared to a global average of 35%. They are also concerned with social justice and the impact of business on communities.
Del Valle’s support of farmers in Mexico helps him achieve good results in this area, while Bimbo It is considered one of the socially responsible brands in Mexico. It also advocates for a number of social and environmental causes and supports nearly 300 non-profit community organizations, as well as developing wind farms to power its factories.
International expansion opportunities
Most of the value that Mexican brands generate comes from domestic revenue. From the ranking, few are the brands that obtain international income: Corona, Aeroméxico, Sol and Maseca.
11% of the value of the Mexican brands in the top 30 comes from outside Mexico, a minuscule percentage compared to France, where the value from foreign income corresponds to 42%, with the United Kingdom where it is 52% and with Germany that is up to 80%. This leaves a window of opportunity open for Mexican brands.
