+2%

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