+2%

BRAZIL
KEY FACTS AND BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY Companhia de Bebidas das Américas – AmBev
HEADQUARTERS São Paulo
INDUSTRY Beer
YEAR OF FOUNDATION 1964
WEBSITE www.skol.com.br
BRAND VALUE US $8,500 million
PARENT COMPANY Banco Bradesco SA
HEADQUARTERS Osasco
INDUSTRY Banks
YEAR OF FOUNDATION 1943
WEBSITE www.bradesco.com.br
BRAND VALUE US $5,202 million
BRAND VALUE
Total Value of Brazilian Brands
US$ 48.4 BILLION
Brand Value Change 2014-2015
+6%
Source: Millward Brown and BrandZ
KEY FACTS
Skol is Brazil’s most popular beer. Its marketing
emphasizes enjoyment of life and appeals especially
to young people.
The brand was launched in 1964 in Europe and in 1967
in Brazil. By 1988, it had risen to become the market
leader for beer in Brazil, a position it still retains.
A pioneer of innovation, in 1971 Skol was the first
canned beer in the market, in 1989 it launched the first
aluminum can and in 1993 the long necked bottle.
Its brand positioning is focused on young people: Skol
has promoted various music festivals throughout Brazil,
which has strengthened the brand with this audience.
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PARENT COMPANY Itaú Unibanco Holding
HEADQUARTERS São Paulo
INDUSTRY Banks
YEAR OF FOUNDATION 1945
WEBSITE www.itau.com.br
BRAND VALUE US $4,315 million
With the acquisition of HSBC operations in Brazil,
Bradesco became the second largest private bank in
terms of total assets. The bank is the world’s thirtysecond
largest in market capitalization in 2014.
Bradesco offers online banking, insurance, pension
plans, credit card services, savings bonds, and
personal and commercial loans. The bank continues
with its strategy to become Brazil’s most accessible
bank, mainly by having its own branches around
the country. It also intends to reach potential new
customers among the country’s rising middle class.
Bradesco pioneered the sale of insurance and pension
plans through its subsidiary Bradesco Seguros.
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PARENT COMPANY Companhia de Bebidas das Américas – AmBev
HEADQUARTERS São Paulo
INDUSTRY Beer
YEAR OF FOUNDATION 1888
WEBSITE www.brahma.com.br
BRAND VALUE US $4,185 million
Capital City
Brasília
Currency
REAL
Area 8.51 million km 2
Population (THOUSAND) 202,000 (2014)
Population growth rate (ANNUAL) 0.8% (2010-2015)
Life expectancy 74 years (2013)
Literacy rate of 15-24 year olds 98.6% (2012)
Unemployment rate 5.4% (2013)
4.9% (2014)
ANNUAL GDP AT CURRENT PRICES
Total at current prices: US$ 2.3 trillion (2014)
GDP per capita (annual dollars): US$ 11,612 (2014)
Growth rate: 0.1% (2014)
Country’s share in regional GDP: 49.2% (2014)
Net foreign direct investment: US$ 67.5 billion (2013)
US$ 66 billion (2014)
Sources:
CEPAL, Comisión Económica ONU
CEPASTAT – Database and Statistical Publications
Financial Times Latin America & Caribbean
World Bank
Unesco
Itaú is the largest Brazilian private bank in terms of
total assets, the largest financial conglomerate in
Latin America and the world’s twenty-third largest
bank in terms of market value in 2014.
Established 70 years ago, Itaú evolved to its current
size as a result of the 2008 merger of Banco Itaú and
Unibanco. The bank, which operates in South America,
Europe, Asia and the United States, has almost 4,200
branches and almost 28,000 ATMs in Latin America.
Following the merger, Itaú is building on its reputation
for innovation and efficiency, emphasizing personal
service with the tagline Feito para Você (Made for You).
Like its competitor Bradesco, Itaú is also aiming to
attract new customers from Brazil’s rising middle class,
by offering credit cards to individuals who, until now,
lacked access to bank credit.
Brahma is well known for its innovative and witty
advertising that relies heavily on sex appeal.
Brazil’s second-largest beer in market share (after
Skol), Brahma is marketed in a total of 31 countries.
Founded in 1888 by Companhia Cervejaria Brahma,
the brand is owned by AB InBev, the world’s largest
brewer.
In 2007, Brahma launched the Brahma Fresh in the
Northeast region, in order to compete with low-price
beers.
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