Corona ha conservado su título como la marca más valiosa de México por sexto año consecutivo, según el último informe Mexico 50 2025 de Brand Finance, la consultora líder mundial en valoración de marcas.
Corona (con un aumento del valor de marca del 29 % hasta alcanzar los 13 400 millones de dólares) sigue liderando no solo a nivel nacional, sino también a nivel mundial como la marca de cerveza más valiosa del mundo. Los buenos resultados en los mercados internacionales, especialmente en EMEA y Latinoamérica, contribuyeron al crecimiento de la marca.
Modelo Especial ocupa el segundo lugar, con un aumento del valor de la marca del 34 % hasta alcanzar los 7100 millones de dólares. Ahora firmemente establecida como la cerveza más vendida en Estados Unidos, la marca sigue ganando impulso tanto en el segmento mainstream como en el premium. Su crecimiento se ha visto respaldado por un marketing estratégico, una sólida distribución en Estados Unidos y la ampliación de su cartera de productos.
Don Julio es la marca más fuerte de México, con una puntuación de 94,2 sobre 100 en el Índice de Fortaleza de Marca (BSI). Según la investigación de Brand Finance, la marca de tequila premium obtuvo una puntuación perfecta de 10 en los principales indicadores de percepción, como la simpatía, la preferencia y la reputación, impulsada por su enfoque en campañas de gran impacto, la innovación de productos y el branding experiencial, como su experiencia virtual para Apple Vision Pro.
Laurence Newell, director general de Brand Finance Americas, comentó:
“El valor combinado de las 50 principales marcas de México disminuyó solo un 1 % interanual, lo que indica una amplia estabilidad a pesar de un panorama económico y político más difícil. Con la inflación, la volatilidad de la moneda y los cambios políticos que afectan a las condiciones del mercado, las marcas deben navegar por una mayor complejidad. En este entorno, la fortaleza a largo plazo dependerá de la adaptabilidad, el posicionamiento claro y la capacidad de mantener la confianza en medio de la incertidumbre.”
El gigante minorista Bodega Aurrera mantiene el tercer puesto con un modesto aumento del 1 % en el valor de la marca, hasta alcanzar los 4600 millones de dólares, gracias a la expansión de sus tiendas y a su estrategia de productos de bajo coste. En el sector de las telecomunicaciones, Telcel asciende al cuarto puesto con un aumento del 18 % en el valor de la marca, hasta alcanzar los 3900 millones de dólares, mientras que Claro cae al quinto puesto tras un descenso del 16 %, hasta los 3500 millones de dólares.
Nota para los editores
Cada año, la consultora líder en valoración de marcas Brand Finance somete a prueba a 5,000 de las marcas más importantes del mundo y publica más de 100 informes en los que clasifica las marcas de todos los sectores y países. Las 50 marcas más valiosas y sólidas de México se incluyen en el informe Brand Finance Mexico 50 2025.
El valor de marca se entiende como el beneficio económico neto que el propietario de una marca obtendría al licenciar la marca en el mercado abierto. La solidez de la marca es la eficacia del rendimiento de una marca en medidas intangibles en relación con sus competidores. La clasificación completa, información adicional, gráficos, más información sobre la metodología y definiciones de términos clave están disponibles en el informe Brand Finance México 50 2025.
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 evaluating marketing investment, stakeholder equity, and business performance, 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.