Market research company Kantar Millward Brown unveiled the latest edition of BrandZ Top 20 Peru 2018, the ranking of the most valuable brands in the country.
“Like last year, the BrandZ Top 20 Peru for 2018 is dominated by brands from the beer and banking sectors”, wrote El Comercio.
The two most valuable brands in the country are Cristal and Pilsen. They are followed by BCP and Interbank and are the only four Peruvian companies that figure in the list of the 50 most valuable enterprises in Latin America.
According to information in El Comercio, this trend of beer leadership is regional. “It is the category that contributes more to the total value of the region (31%).”, the media says."In four of the six countries we analyzed, a beer brand occupies the first position as the most valuable brand in its respective country, which demonstrates the strength of the category," said Oliver Pacht, director of Kantar Consulting, at Commerce, to El Comercio.
In addition, this year's local ranking includes for the first time Gloria and Sublime, which are two brands that went through a reputational crisis during 2017.
Aggressive price strategies, innovation in formats, product content, and subcategory expansion contribute to the growth of the 20 most valuable brands in Peru in 12%, the study revealed.