+2%

Recommendations

Info

MEXICO BRAND STORIES TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015 7 8 9 10 11 12 PARENT COMPANY Cemex, SAB de CV HEADQUARTERS Monterrey INDUSTRY Cement YEAR OF FOUNDATION 1906 WEBSITE www.cemex.com BRAND VALUE US $3,039 million PARENT COMPANY Grupo Bimbo, SAB de CV HEADQUARTERS Mexico City INDUSTRY Food & Dairy YEAR OF FOUNDATION 1943 WEBSITE www.grupobimbo.com BRAND VALUE US $2,795 million PARENT COMPANY El Puerto de Liverpool, SAB de CV HEADQUARTERS Mexico City INDUSTRY Retail YEAR OF FOUNDATION 1847 WEBSITE www.liverpool.com.mx BRAND VALUE US $2,557 million PARENT COMPANY Grupo Financiero Banorte, SAB de CV HEADQUARTERS Mexico City INDUSTRY Banks YEAR OF FOUNDATION 1947 WEBSITE www.banorte.com BRAND VALUE US $2,207 million PARENT COMPANY Grupo Financiero Inbursa, SAB de CV HEADQUARTERS Mexico City INDUSTRY Banks YEAR OF FOUNDATION 1992 WEBSITE www.inbursa.com BRAND VALUE US $1,940 million PARENT COMPANY Grupo Salinas SA de CV HEADQUARTERS Mexico City INDUSTRY Banks YEAR OF FOUNDATION 2002 WEBSITE www.bancoazteca.com.mx BRAND VALUE US $1,533 million Cemex is a leader in the production and marketing of concrete, cement and other building materials. Cemex is a well known name not only in Mexico, where it has over 100 years of history, but also in the rest of the world. Cemex was a local brand that became global, and has been involved in projects around the world: tunnels in America, highways in Asia, social housing in South America. As a company, it is making efforts to become a more agile competitor capable of meeting the growing demand for housing and infrastructure all over the world during the next four decades. Bimbo is a brand of huge tradition and heritage with a presence in the Mexican market dating back to 1943. Bimbo’s bakery products are common features in the diet of many families in Mexico. The image of the Bimbo bear and the slogan ‘with love as always’ are widely known by consumers, and their products reach almost every store in Mexico through an excellent distribution network. Bimbo also has a significant presence abroad as a result of the expansion of Grupo Bimbo and its portfolio of over 10,000 products to 22 countries. Liverpool is a brand of department stores offering clothing and homewares. As a brand, its aim is to have people perceive it as a “part of their lives”. In order to get closer to consumers, it has expanded to cover a huge area of the Mexican territory, innovating with store formats that coexist with shopping centers and malls. This is because Liverpool not only operates its stores, but also controls their construction so that it can create appealing formats. Its income also comes from the lease of premises and financial leases from loans granted to consumers. Banorte is a brand that has become stronger in recent years, reflecting their slogan ‘The strong bank of Mexico’. Banorte is a part of Grupo Financiero Banorte, a Group that successfully completed mergers and acquisitions to become the third largest bank in the Mexican financial system based on the size of deposits and credits granted. But beyond such strategic movements, this bank (which started operations in 1947 but was created in 1899 with the organization of ‘Banco Mercantil del Norte’), has received various accolades, among which the 2013 Best Commercial Bank awarded by World Finance and The Banker stands out. Banco Inbursa, previously known as Inversora Bursátil, was formally created in September 1992. This was as a result of the government authorizing the creation of new banks in order to promote competition in the financial sector. It is a company of Grupo Financiero Inbursa, which was created in 1985. Other subsidiaries of the Group include Seguros Inbursa, purchased in 1984 when they were known as Seguros México. Services offered by the Group include: investment services, insurance, credit, transportation and pensions. Back in 2002, Banco Azteca was created to serve the needs of the lowincome segment. The bank began by issuing credit only and has diversified its products since. Today it is the bank that issues the highest volume of personal credit – in 2014 it issued over 60% of the total volume in Mexico. The strength of Banco Azteca is based on almost 60 years of credit experience at Grupo Elektra, its holding company that was founded in 1950. Banco Azteca currently operates through Grupo Salinas’ Stores: Elektra, Salinas & Rocha and Bodega de Remates which together account for more than 3,762 direct customer touchpoints. Recent efforts point towards targeting the middle class with very specific products, and a higher relevance of digital technology in its offer. This sets a challenge for a brand that is positioned as serving the low-income segment, but being a strong brand with customer service expertise provides a strong foundation. 104 105
MEXICO BRAND STORIES TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015 13 14 15 16 17 18 PARENT COMPANY Fomento Económico Mexicano, SAB de CV HEADQUARTERS Monterrey INDUSTRY Retail YEAR OF FOUNDATION 1978 WEBSITE www.oxxo.com BRAND VALUE US $1,411 million PARENT COMPANY Banco Nacional de México, SA de CV (subsidiary of Citigroup Inc.) HEADQUARTERS Mexico City INDUSTRY Banks YEAR OF FOUNDATION 1884 WEBSITE www.banamex.com BRAND VALUE US $1,236 million PARENT COMPANY Cervecería Cuauhtémoc Moctezuma, SA de CV (subsidiary of Heinkenen International NV) HEADQUARTERS Monterrey INDUSTRY Beer YEAR OF FOUNDATION 1944 WEBSITE www.tecate.com.mx BRAND VALUE US $1,197 million PARENT COMPANY Grupo Sanborns, SAB de CV HEADQUARTERS Mexico City INDUSTRY Retail YEAR OF FOUNDATION 1903 WEBSITE www.sanborns.com.mx BRAND VALUE US $1,107 million PARENT COMPANY Grupo Bimbo, SAB de CV HEADQUARTERS Mexico City INDUSTRY Food & Dairy YEAR OF FOUNDATION 1954 WEBSITE www.marinela.com.mx BRAND VALUE US $1,042 million PARENT COMPANY Organización Soriana, SAB de CV HEADQUARTERS Monterrey INDUSTRY Retail YEAR OF FOUNDATION 1905 WEBSITE www.soriana.com BRAND VALUE US $958 million Oxxo is currently the largest chain of stores in Latin America, over 12,850 stores serving almost 9 million of buyers per day. Oxxo is owned by FEMSA, the largest Coca-Cola bottling company worldwide. It was founded in Monterrey in 1978 with the purpose of promoting the products manufactured by Cervecería Cuauhtémoc Moctezuma. In 1994 it was consolidated as a separate unit independent of the beer company. In 2009, the brand was established in Colombia. Oxxo as a brand is focused on building the country’s convenience store par excellence: not only does it sell everyday products but has expanded its portfolio to services such as bus tickets and cellphones. Banamex is the Mexican bank of tradition but was also an early pioneer of online banking in Mexico. Created in 1884 when Banco Nacional Mexicano and Banco Mercantil Mexicano merged, it was the first bank to issue banknotes in Mexico. In 1926 it became a financing entity, and established the first branch of a Latin American bank in New York. In 1982 it was nationalized by presidential order, and remained in that situation for nine years. In 2002 it became a subsidiary of Citigroup, and that same year the products and services of Citibank and Banca Confía were merged. In recent years it launched products that revolutionized the market, such as Superservicio Banamex, Tarjetahabiente Cumplido, Cuenta Básica Banamex and Mi Cuenta Banamex. Tecate was born in 1944 in the City of Tecate, in the Mexican state of Baja California. In 1954 Cervecería Cuauhtémoc Moctezuma, a subsidiary of FEMSA (the largest Coca-Cola bottling company worldwide) purchased it. The brand is characterized by innovation in its product presentation – it was the first company to use cans for packaging beer in Mexico. Its communication strategy is focused exclusively on male audiences, which completely differentiates it within the category. Its slogan “For you”, is well known. Tecate has focused its efforts on increasing its presence in sports, including big boxing events, and it is a sponsor for FC Barcelona. Sanborns has grown from a single pharmacy into a large department store chain. Sanborns is not only a restaurant and bar, but its selling space also includes a wide variety of departments such as jewelry, bakery, book store, electronics, and pharmacy, among others. Founded in 1903 as a small pharmacy, the format first expanded through adding a soda fountain in 1918. It opened its first branch (La Casa de los Azulejos – a building that even became a tourist attraction in Mexico City because of its architecture) in 1919. It was acquired in 1985 by Grupo Carso, and in 1999 Grupo Sanborns was created, connecting Saborns to brands such as Sears, iShop and Mix Up. In 2007 the Group was removed from listings in the Mexican Stock Exchange, but joined again in February 2013. Marinela was created in 1954, initially as a bakery with the aim of incorporating pastries into the Mexican daily diet. With this mission in mind, ‘Gansito’ was created as the first industrially manufactured pastry in Mexico. Gansito was so successful that when Bimbo purchased Marinela, the latter maintained an exclusive distribution means for its star product. But Gansito is far from being the only star in Marinela’s portfolio, it has many widely appealing options. In 1980 the brand expanded to the United States, and in 1992 entered the South American market. Soriana started in 1905 as a business that only sold fabric, until 1958 when it incorporated a self-service store. The brand continued to grow but only in the northern area of Mexico until the 90s, when the decision was made to start operations in the central area of the country. By 2000 there were 100 stores nationwide, and new formats were created for the brand during that decade: the City Club price club and Super City convenience stores. In 2007, leasing rights were purchased from Gigante for over 200 stores. In early 2015, they agreed to purchase 160 stores from competitor Comercial Mexicana. Soriana currently has over 670 stores countrywide. 106 107
Page 2 and 3: TOP 50 41 42 43 44 45 46 47 48 49 5
Page 4 and 5: LATIN AMERICA WELCOME TOP 50 MOST V
Page 6 and 7: LATIN AMERICA THOUGHT LEADERSHIP TO
Page 8 and 9: LATIN AMERICA OVERVIEW TOP 50 MOST
Page 10 and 11: LATIN AMERICA KEY FINDINGS AND FUTU
Page 12 and 13: LATIN AMERICA TOP 50 MOST VALUABLE
Page 14 and 15: ARGENTINA THOUGHT LEADERSHIP TOP 50
Page 16 and 17: ARGENTINA KEY FACTS AND TOP 5 MOST
Page 18 and 19: ARGENTINA THOUGHT LEADERSHIP TOP 50
Page 20 and 21: BRAZIL TOP 50 MOST VALUABLE BRAZILI
Page 22 and 23: BRAZIL BRAND STORIES TOP 50 MOST VA
Page 28 and 29: BRAZIL THOUGHT LEADERSHIP TOP 50 MO
Page 34 and 35: CHILE KEY FACTS AND TOP 15 MOST VAL
Page 36 and 37: CHILE BRAND STORIES TOP 50 MOST VAL
Page 38 and 39: CHILE THOUGHT LEADERSHIP TOP 50 MOS
Page 40 and 41: CHILE THOUGHT LEADERSHIP TOP 50 MOS
Page 42 and 43: COLOMBIA KEY FACTS AND TOP 20 MOST
Page 44 and 45: COLOMBIA BRAND STORIES TOP 50 MOST
Page 46 and 47: COLOMBIA THOUGHT LEADERSHIP TOP 50
Page 48 and 49: COLOMBIA THOUGHT LEADERSHIP TOP 50
Page 50 and 51: MEXICO KEY FACTS AND TOP 30 MOST VA
Page 54 and 55: MEXICO BRAND STORIES TOP 50 MOST VA
Page 56 and 57: MEXICO THOUGHT LEADERSHIP TOP 50 MO
Page 64 and 65: PERU KEY FACTS AND TOP 12 MOST VALU
Page 66 and 67: PERU THOUGHT LEADERSHIP TOP 50 MOST
Page 72 and 73: RESOURCES BRANDZ VALUATION METHODOL
Page 74: RESOURCES BRANDZ PUBLICATIONS TOP 5
Page 77 and 78: RESOURCES CONTRIBUTORS TOP 50 MOST
Page 83: Powered by www.brandz.com

+2%

Create successful ePaper yourself

Delete template?

Save as template?