Brandvalorum, a company specialized in the valuation of brands and intangible business assets, prepared a revealing study led by its president, Fernando Gastelbondo, which estimates the value of the brands of products, services and portfolios of the main economic conglomerates that operate in Colombia. To be included in this ranking, brands must be originally created for our country, linked to successful businesses of great reputation, whose companies are privately owned and report their financial statements to the Superintendence of Companies or the Financial Superintendency.
The methodology used by Brandvalorum includes, among other aspects, a calculation of the portion of Ebitda attributable to intangible assets based on public information, which covers brands, distribution systems, patents, licenses, production processes and software, the value of which is analyzed. individually with international metrics.
The category of the 50 most valuable service brands in the country highlights Bancolombia (1) with a value range of more than 3 billion dollars, driven by the development of digital banking, followed by Banco de Bogotá (2), Davivienda (3) and Éxito (4) in the range between 500 and 3 billion dollars. In the ranking between 100 and 500 million dollars, the Bank of the West (5), Olímpica (6), Alkosto (7), Banco Popular (8), Sura (9) and Banco Caja Social (10) stand out.
Among the media classified in the range between 5 and 15 million dollars, Caracol TV stands out (36), followed by RCN (41), Caracol Radio (43) and El Tiempo (44), with a brand value of 5 millions of dollars.
The ranking of brands by products is dominated by Bavaria in eight of the top ten places. Póker beer once again took first place, followed by Águila (2), Pony Malta (3), Club Colombia (4) and Águila Light (5), with a value range that fluctuates between 100 and 500 million dollars. The above confirms the success of AB InBev in maintaining the Bavaria brand in Colombia, as does PepsiCo, which acquired Papas Margarita (64).
The value of the Argos brand (6) is between 100 and 300 million dollars, whose cement company is the fourth largest concrete producer in the United States, thanks to its merger with Summit Materials.
The study shows the favorable evolution of D1 with 2,000 supermarkets and 19 of its brands included among the 100 most valuable in the Colombian market.
As for the business conglomerates with a brand value greater than 3 billion dollars, the Antioqueño Business Group (1) and the Luis Carlos Sarmiento Organization (2) stand out, followed by Bavaria (3), Grupo Bolívar (4), Grupo Éxito (5) and D1 (6) with brands valued between 500 and 3 billion dollars.
ANDRES ESPINOSA FENWARTH
Member of the ICP Board of Directors.
[email protected]
