+2%

BRAZIL
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY Naspers
HEADQUARTERS São Paulo
INDUSTRY Technology
YEAR OF FOUNDATION 1999
WEBSITE www.buscape.com.br
BRAND VALUE US $395 million
PARENT COMPANY Grupo Pão de Açúcar
HEADQUARTERS São Paulo
INDUSTRY Retail
YEAR OF FOUNDATION 1989
WEBSITE www.extra.com.br
BRAND VALUE US $381 million
PARENT COMPANY Lojas Renner SA
HEADQUARTERS Porto Alegre
INDUSTRY Retail
YEAR OF FOUNDATION 1912
WEBSITE www.lojasrenner.com.br
BRAND VALUE US $320 million
PARENT COMPANY OdontoPrev SA
HEADQUARTERS Barueri
INDUSTRY Health Care
YEAR OF FOUNDATION 1987
WEBSITE www.odontoprev.com.br
BRAND VALUE US $312 million
Buscapé is a free search engine for comparing prices
and products and connecting consumers and sellers.
It is the largest free search engine in Latin America
with approximately 30 million visits per month and
over 11 million registered products. Buscapé establishes
business partnerships with shops, brands and products
and groups and then organizes their goods and services
in an online marketplace, making the purchase process
much quicker and easier for customers. In 2009,
Buscapé sold 91% of its shares to South African media
conglomerate Naspers Limited, through its digital
media company MIH Holdings – a move which has
contributed to the internationalization of the brand.
Extra is a multi-sector banner of Brazil’s largest
retail conglomerate, Grupo Pão de Açúcar.
Extra’s retail portfolio includes over 130 hypermarkets
called Extra Hiper; the convenience store Minimercado
Extra and approximately 204 full-line supermarkets
called Extra Supermercado. The brand also includes
pharmacies called Drogarias Extra, (located within
existing Extra outlets) and operates Extra gas
stations at some retail locations. It runs home
appliance stores and is also present online.
Lojas Renner is Brazil’s largest apparel retailer.
Having expanded rapidly following a public offering
in 2005, Lojas Renner now operates around 260
stores all over Brazil. The organization began in 1912
as AJ Renner, a retailer specializing in outdoor gear
for gauchos in rural areas. The style became popular
with city customers. The company transformed into
a department store retailer, with an expanded range,
during the 1940s. It was renamed Lojas Renner in 1965
and became publicly traded in 1967.
OdontoPrev is the largest dental benefits company in
Brazil, with over five million members.
The organization develops dental plans for corporate,
institutional and not-for-profit clients. The OdontoPrev
network includes approximately 25,000 certified
dentists of which approximately 16,000 are specialists
and post-graduates, located in more than 2,000 cities
throughout Brazil. To reach people in the underserved
rising middle class, OdontoPrev recently launched an
initiative to sell dental plans directly to consumers.
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PARENT COMPANY Embraer SA
HEADQUARTERS São Paulo
INDUSTRY Airlines
YEAR OF FOUNDATION 1969
WEBSITE www.embraer.com.br
BRAND VALUE US $374 million
PARENT COMPANY Localiza SA
HEADQUARTERS Belo Horizonte
INDUSTRY Car Rental
YEAR OF FOUNDATION 1973
WEBSITE www.localiza.com
BRAND VALUE US $369 million
PARENT COMPANY Magazine Luiza SA
HEADQUARTERS São Paulo
INDUSTRY Retail
YEAR OF FOUNDATION 1957
WEBSITE www.magazineluiza.com.br
BRAND VALUE US $310 million
PARENT COMPANY Estácio Participações SA
HEADQUARTERS Rio de Janeiro
INDUSTRY Education
YEAR OF FOUNDATION 1970
WEBSITE www.portal.estacio.br
BRAND VALUE US $301 million
Embraer is the third largest commercial aviation
company in the world.
Embraer was created in 1969 as an initiative of the
Brazilian government in a strategic project to establish
the aviation industry in the country. Privatized in 1994,
the company designs, develops, manufactures and
markets systems and aircrafts. Its core business is the
business segment of Commercial Aviation, Executive
Aviation, and Defense & Security Systems.
It has factories and offices in various parts of the
world and more than 5,000 aircraft delivered on all
continents. Today it is one of the leading aerospace
exporters in the world.
Localiza operates the largest car rental network in
Brazil.
Localiza began its rental operations in 1973, with six
used and financed Volkswagen Beetles in the city
of Belo Horizonte. Today it has 560 branches in 243
cities throughout Brazil and eight other countries in
Latin America. The expansion beyond Brazil was made
possible by the franchising of Localiza’s branches. Its
total fleet is over 118,000 cars. Localiza also offers
commercial leasing and used car sales.
Magazine Luiza is one of Brazil’s largest appliance
retailers.
The chain focuses on serving the nation’s low-to-middle
income consumers. It employs more than 24,000
people and operates a network of 736 stores. These
stores are located in 16 Brazilian states and supported
by a network of eight distribution centers.
Magazine Luiza was one of the first companies to adopt
the multichannel approach to retail. Brazil’s second
largest online retailer, it is also an innovator in the use
of social media to drive online sales, which grew 40
percent last year and now account for 11 percent of
total company sales.
Estácio is one of Brazil’s largest private-sector postsecondary
groups, in terms of student numbers.
With a strong presence across most of Brazil, Estacio
has more than 500,000 students distributed in
university centers and colleges. There are more than
5,000 teachers offering post-graduate courses,
undergraduate and other educational courses. It is also
well known for offering Summer Courses open to the
community in the months of July and January.
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