+2%

MEXICO
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
1 2 3 4 5 6
PARENT COMPANY Grupo Modelo, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Beer
YEAR OF FOUNDATION 1925
WEBSITE www.corona.com
BRAND VALUE US $8,476 million
PARENT COMPANY América Móvil, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Communication Providers
YEAR OF FOUNDATION 1989
WEBSITE www.telcel.com
BRAND VALUE US $6,174 million
PARENT COMPANY Grupo Televisa, SAB
HEADQUARTERS Mexico City
INDUSTRY Communication Providers
YEAR OF FOUNDATION 1950
WEBSITE www.televisa.com
BRAND VALUE US $4,423 million
PARENT COMPANY Grupo Modelo, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Beer
YEAR OF FOUNDATION 1925
WEBSITE www.gmodelo.com
BRAND VALUE US $3,604 million
PARENT COMPANY América Móvil, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Communication Providers
YEAR OF FOUNDATION 1947
WEBSITE www.telmex.com
BRAND VALUE US $3,554 million
PARENT COMPANY Wal-mart de México, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Retail
YEAR OF FOUNDATION 1958
WEBSITE www.bodegaaurrera.com.mx
BRAND VALUE US $3,091 million
Corona’s strong Mexican heritage
has allowed it to surpass geographic
frontiers, and it is currently sold in over
180 countries.
Corona was first launched in 1925; that
same year its parent company Grupo
Modelo began operations. The brand
has a rich history of innovation, having
been able to unite itself to Mexican
culture through simple, yet iconic
communication efforts. It has created
strong brand cues that relate it to
relaxation, music. The group’s staple
brand across the globe, it’s the bestselling
Mexican beer in the world and the
best-selling import beer in almost fifty of
the markets in which it has presence.
Telcel is the leader in mobile
phone services in Mexico, with
approximately 71.5 million users.
Its market share is around 70% of
mobiles nationwide. Even when
transferring their old number became
an option for users, Telcel was a net
winner of clients, making it evident to
some extent that people value its wide
user network, and certainly reflecting
the message of its slogan: “Telcel is
the Network”. This makes it one of the
most important brands for América
Móvil, the leader in telecommunications
in Latin America, owned by the
business tycoon Carlos Slim Helú.
Televisa is the largest communications
company in the Spanish speaking world
and one of the most important players
in the entertainment business around
the globe.
Founded in 1930, Televisa operates
four broadcasters in Mexico, produces,
distributes and exports contents to the
American market through Univision – the
leading Spanish speaking media company
in the US – and to more than 50
countries through other media partners.
Televisa also publishes and distributes
magazines and films, and owns radio
broadcasters around the country.
Founded in 1925 under two brands,
Especial and Negra, Modelo was
subsequently relaunched as one of
Grupo Modelo’s first beers.
Modelo has focused on developing a
strong portfolio that spans different
beer types and can catch consumers
with premium offerings through strong
positioning cues. In particular, the
use of innovative and differentiated
packaging and emotionally charged
campaigns that convey the premium
quality and uniqueness of the products
they promote.
Telmex is the leader in landline phone
services, providing services nationwide.
Telmex is owned by ‘Teléfonos de
México’, a company created in 1947,
nationalized in 1972 and re-privatized in
1990. At that point, over 32 billion pesos
were invested to set up a wide fiber optic
network, connecting people nationwide
and to 39 other countries through
submarine cable. In 2010, América Móvil
purchased 59.5% of Telmex shares.
Bodega Aurrerá is a chain of
supermarkets in Mexico, created for the
lower-income sector of the population.
Its offer includes low prices, embodied
in its brand cue ‘Mamá Lucha’, a masked
luchadora who fights high prices and is
constantly ‘struggling’ to make it to the
end of the month. Bodega Aurrerá is one
of the fastest growing business units of
Walmart de México, partly because of
its ability to create more flexible store
formats such as ‘Mi Bodega’ in small
cities, and ‘Bodega Aurrerá Express,’.
This latter format is an interesting
price-convenience offer that brings high
turnover lines to urban locations which
competitors using bigger formats find
more difficult to reach.
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