Interbrand annual report on Best Retail Brands includes Latin America for 1st time

The brand consultancy Interbrand published its fourth annual global report dedicated to the retail sector, a study of emerging trends in seven categories: clothing, electronics, department stores, pharmacies, supermarkets, home improvements and hypermarkets.For the first time Interbrand published a ranking of the most valuable retail brands in Latin America. The countries consulted for the Latin American ranking were Brazil, Chile, Colombia and Mexico.According to the study, the most valuable retail brand in Latin America is Brazil’s Natura, with a brand value of $3.16 billion, while the most valuable in the United States and worldwide is Walmart, with a value of $131.9 billion.With regard to the study, Maximo Rainuzzo, president of Interbrand Southern Cone, said “the best global retail brands understand the complexity of relations in the analog and digital environment, and have quickly adapted to changes in consumer buying habits. These leading brands are reformulating their offers and creating unique experiences for consumers, who consequently switch from being just lookers to buyers, as marketers integrate the physical with the virtual, facilitate purchases, improve services and engage in storytelling.”“Though there are still many challenges and obstacles in our region, service is the main strength of leading retail brands in Latin America. In this context, the top brands will be those that provide a consistently pleasant brand experience,” Rainuzzo said.