New Brand Finance data shows Latin America’s 100 most valuable brands reach $187 billion in 2026; growth led by airlines, banking, and beers sectors
LONDON, 24 September 2026 – The combined value of Latin America’s 100 most valuable brands has risen 13% year-on-year to approximately USD187 billion in 2026, according to the latest Latin America 100 2026 ranking by Brand Finance, the world’s leading brand valuation consultancy.
Brazil and Mexico lead the ranking, together accounting for approximately 79% of its total value. Brazil remains the region’s largest brand economy, with 43 brands worth USD74.7 billion, up 15%, while Mexico’s 31 brands are worth USD73.3 billion, up 17%. Together, they contribute approximately USD148 billion, supported by strong brands from the banking, beers, retail and telecommunications sector including Itaú, Banco do Brasil, Bradesco, Corona Extra, Claro and OXXO.
Argentina also recorded a notable growth, with the combined value of its ranked brands increasing 14% to USD9.7 billion this year. The market is led by MercadoLibre, Latin America’s fourth most valuable brand, alongside Globant, YPF, and Banco Galicia. A more supportive business environment and improving market conditions contributed to stronger brand performance across several sectors.
Banking remains Latin America’s largest sector, accounting for almost one-quarter of the ranking’s total value across 20 brands, led by Itaú and Banco do Brasil. Beers is the second largest sector, led by Corona Extra and Modelo Especial, with Brahma among the fastest-growing brands, up 65%. Airlines is the fastest growing sector, led by LATAM Airlines (brand value up 23% to USD1.7 billion), supported by increased passenger volumes and expanded capacity across its network. Another airline brand Gol (brand value up 29% to USD485 million) enters the ranking for the first time, reflecting the brand’s expanding presence across the region. Insurance is the only major sector to decline in combined brand value, largely due to changes in ranking composition, although several major brands such as Everest Re, Porto and GNP continued to grow.
Corona Extra remains Latin America’s most valuable brand for the third consecutive year, with its brand value rising 4% to USD13.9 billion. Despite softer demand in the US during the first part of the year, its international reach, pricing strength and growing European presence supported its leadership, while alcohol-free offering, Corona Cero, continues to expand the brand’s relevance. Mexico’s role as co-hosting of the 2026 FIFA World Cup further elevated the visibility of Mexican brands on the global stage, reinforcing Corona Extra’s international profile.
Itaú (brand value up 15% to USD9.9 billion) ranks second and remains Latin America’s most valuable banking brand. Its growth is supported by strong profitability and continued investment in digital capabilities. Modelo Especial (brand value up 14% to USD8 billion) ranks third, with its growing football presence, including its largest-ever football media investment around the 2026 FIFA World Cup, helping to broaden its appeal beyond the Americas.
Pilar Alonso Ulloa, Managing Director for Iberia (Spain & Portugal) and South America, Brand Finance, commented:
“Latin America’s brand economy is becoming more diversified, as established leaders build on their scale through digital transformation, international expansion and stronger consumer connections. While Brazil and Mexico remain dominant, growth across financial services, airlines, retail and technology signals a broader shift towards brands that can compete beyond their traditional markets. Corona Extra’s continued leadership demonstrates how strong international equity can build resilience and unlock new growth opportunities, even as brands navigate changing market conditions.”
Brazilian insurance and financial-services brand Porto is Latin America’s strongest brand in 2026, achieving a Brand Strength Index (BSI) score of 96.9/100 and an AAA+ brand strength rating. Porto’s strength is supported by an ecosystem spanning insurance, healthcare, banking, and services, serving more than 18 million clients. Its growing health, banking, and services operations now contribute 44% to its total profit, helping the brand develop from a traditional insurer into a broader financial and everyday-services provider.
Nubank is the region’s second-strongest brand with a BSI score of 95.2/100 and an AAA+ brand strength rating. The digital bank closed 2025 with 131 million customers and remains the strongest banking brand in Latin America. Its customer scale, low cost-to-serve, continued product innovation, and high levels of recognition support its position near the top of the ranking.
Brazilian food brand Sadia ranks third for brand strength, with a BSI score of 93.5/100 and an AAA+ brand strength rating. Its strength is underpinned by long-standing consumer trust in Brazil and an expanding international presence following the creation of MBRF Global Foods, which operates across 117 countries.
Brazilian investment bank BTG Pactual is Latin America’s fastest-growing brand in 2026, with its brand value increasing 103% to USD957 million. The brand climbed 37 places in the ranking, moving from 92nd (2025) to 55th. Growth was driven by strong financial performance, including record 2025 net profit and revenue, alongside rising forecast revenues and enterprise value.
Other notable brands in the Latin America 100 2026 ranking are:
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
