+2%

COLOMBIA
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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BRAND VALUE
Total Value of Colombian Brands
US$ 25.6 BILLION
Brand Value Change 2014-2015
+10%
Source: Millward Brown Vermeer
PARENT COMPANY Grupo Bavaria (SABMiller)
HEADQUARTERS Bogotá
INDUSTRY Beer
YEAR OF FOUNDATION 1913
WEBSITE www.cervezaaguila.com
BRAND VALUE US $3,672 million
One of Colombia’s best-known products, Águila has
over one hundred years of heritage and is a cultural icon.
Águila stems from the city of Barranquilla in 1913 and its
origins can be traced to eternal rivalry between the cities
of Cartagena and Barranquilla. Initially Águila was brewed
by Bavaria S.A., a Colombian company acquired in 2005
by SABMiller. The brand has sponsored the Colombia
national soccer team in every category for over 17 years.
Recently the brand’s alcohol-free version has also gained
traction in the market.
PARENT COMPANY Grupo Bavaria (SABMiller)
HEADQUARTERS Bogotá
INDUSTRY Beer
YEAR OF FOUNDATION 1929
WEBSITE www.cervezapoker.com
BRAND VALUE US $2,436 million
Póker is the largest selling beer brand in Colombia.
It was first brewed in Manizales in 1929 and soon spread to
the Coffee Zone and the Valle del Cauca, becoming the lead
brand in western Colombia. In 2004, Póker began a program
of national expansion, entering Bogotá and the center of the
country and achieving rapid growth. A line extension in 2011
saw the launch of Póker Ligera, a beer with less alcohol, aimed
at expanding consumption occasions.
In recent years, Póker has been known for its messages
of confidence and positive attitude towards friends, even
creating the ‘Póker friend’s day’, a special day each year to
share with friends and celebrate with a good beer. The brand
is currently working on boosting consumption on other days
with a consumer advertising campaign running on Thursdays.
PARENT COMPANY Banco de Bogotá
HEADQUARTERS Bogotá
INDUSTRY Banks
YEAR OF FOUNDATION 1870
WEBSITE www.bancodebogota.com
BRAND VALUE US $2,198 million
Banco de Bogotá is the oldest bank in Colombia, its history
dates back to 1870 when it opened its doors with COP
$500,000.
Since then, the bank has seen steady growth through mergers
and acquisitions. In 2013, the bank expanded its operations
abroad by acquiring Grupo Financiero Reformador from
Guatemala, through its subsidiary Credomatic International
Corporation, as well as BBVA Panamá through its subsidiary
Leasing Bogotá S.A. Panamá . The bank’s international
operations are run by its own subsidiaries and agencies in
Panama, the Bahamas, Miami and New York. In Colombia
it has around 263 branches. The brand has recently been
investing in enhancing its virtual channels and modernizing its
communications with clients and stakeholders.
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PARENT COMPANY Bancolombia SA
HEADQUARTERS Medellín
INDUSTRY Banks
YEAR OF FOUNDATION 1945
WEBSITE www.grupobancocolombia.com
BRAND VALUE US $3,476 million
PARENT COMPANY Ecopetrol SA
HEADQUARTERS Bogotá
INDUSTRY Oil & Gas
YEAR OF FOUNDATION 1951
WEBSITE www.ecopetrol.com.co
BRAND VALUE US $2,017 million
PARENT COMPANY Banco Popular SA
HEADQUARTERS Bogotá
INDUSTRY Banks
YEAR OF FOUNDATION 1950
WEBSITE www.bancopopular.com.co
BRAND VALUE US $1,867 million
Bancolombia is the largest commercial bank in Colombia and
one of the largest in Latin America.
The bank was founded in 1945 and is headquartered in
Medellín. It belongs to the group SURA and is part of Grupo
Empresarial Antioqueño. The bank has more than 8.1 million
customers and a branch network of 779 Bancolombia branded
locations and 2,876 ATMs. The bank employs around 27,000
people.
Shares of Bancolombia have traded on the New York Stock
Exchange since 1995 when Bancolombia became the first
Colombian company to enter the US market. The bank is
a Multilatam company with presence in El Salvador, Peru,
Puerto Rico, Panama and the Cayman Islands.
Formerly known as Empresa Colombiana de Petróleos S.A.,
Ecopetrol is Colombia´s largest petroleum company; it is
ranked 39 worldwide and in the top four in Latin America.
It is a vertically integrated oil company with presence in
Colombia, Peru, Brazil and the US Gulf Coast. The company´s
operations include exploration, production, transport,
supply and marketing of its own oil surplus and by-products.
Ecopetrol is a mixed economy company that operates under
the laws of Colombia and is directed and administered by the
Shareholders’ General Assembly, the Board of Directors and
the company´s President, the company´s stocks are traded at
the BVC (Bolsa de Valores de Colombia), the New York Stock
Exchange, and the Toronto Stock Exchange. In the last year, it
has lost much of its value due to falling oil prices.
Banco Popular is a market leader in consumer loans.
The bank was established in 1950 as a government owned
institution and began the process of privatization in 1996
when entities controlled by Colombian finance magnate Luis
Carlos Sarmiento Angulo acquired the bank.
Today, the bank is the seventh largest in Colombia with a
network of 184 branches and 925 ATM’s.
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