+2%

MEXICO
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
19 20 21 22 23 24
PARENT COMPANY Cervecería Cuauhtémoc
Moctezuma, SA de CV
HEADQUARTERS Monterrey
INDUSTRY Beer
YEAR OF FOUNDATION 1899
WEBSITE www.sol.com.mx
BRAND VALUE US $800 million
PARENT COMPANY Gruma SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Food & Dairy
YEAR OF FOUNDATION 1949
WEBSITE www.gruma.com
BRAND VALUE US $710 million
PARENT COMPANY Impulsora del Desarrollo y
Empleo Industrial, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Industrial
YEAR OF FOUNDATION 2005
WEBSITE www.ideal.com.mx
BRAND VALUE US $666 million
PARENT COMPANY Grupo Lala, SAB de CV
HEADQUARTERS Durango
INDUSTRY Food & Dairy
YEAR OF FOUNDATION 1949
WEBSITE www.lala.com.mx
BRAND VALUE US $639 million
PARENT COMPANY Grupo Elektra, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Retail
YEAR OF FOUNDATION 1950
WEBSITE www.grupoelektra.com.mx
BRAND VALUE US $629 million
PARENT COMPANY Grupo Palacio de Hierro,
SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Retail
YEAR OF FOUNDATION 1891
WEBSITE www.palaciodehierro.com.mx
BRAND VALUE US $585 million
“El Sol” was first launched in 1899 as
a popular beer for the working class.
In 1912 the brand was acquired by
Cervecería Moctezuma and its name
changed simply to Sol. In 1980 it began
its successful internationalization in
the United Kingdom, and continued its
expansion to more than 50 countries
in Latin America, Europe, Asia and
the Middle East. Its brand portfolio
comprises several sub-brands such as:
Sol, Sol Cero (first beer to be declared
as non-alcoholic in Mexico), Sol
Clamato (beer with tomato juice) and
Sol Limón (beer with lemon and salt).
Sol’s marketing activities have focused
on sponsoring Mexican soccer clubs
since 1993, but recently it has also
ventured into music festivals.
Maseca is Mexico’s leading corn flour
brand – the base ingredient for tortilla,
one of the country’s food staples.
The brand was launched following
Gruma’s foundation of the first nixtamal
flour facility in the world, in 1949.
Beyond its home territory, Maseca is
also an important player in European,
African and Middle Eastern corn grits
markets. The brand has been built upon
superior quality and the omnipresence
of the tortilla across the nation.
IDEAL’s aim is to promote the creation
and fast development of physical
infrastructure and human capital in
Latin America.
IDEAL was established in 2005 when
it was separated out from Grupo
Financiero Inbursa. In that same year
it was listed on the Mexican Stock
Exchange. Its principal activities include
the identification, assessment, financial
structuring, implementation and
operation of long-term infrastructure
projects. To date, IDEAL has worked
on development projects for highways,
electricity generation, water treatment,
and multimodal terminals.
Grupo Lala is a company devoted to
the production and marketing of milk
and other dairy products.
Born from a small group of milk
producers, Grupo Lala now has 18
plants nationwide and 165 distribution
centers, delivering products to more
than 500,000 points of sale. It also
has production plants abroad, in
Guatemala and the United States. The
main focus of communication by the
Group is on its huge portfolio of healthy
products. Marketing propositions are
built around taking care of those you
love with slogans such as “It is so nice
to watch them grow”. Grupo Lala joined
the Mexican Stock Exchange in 2013.
Elektra is a part of Grupo Elektra,
founded in 1950 as a company
devoted to the manufacture of radio
transmitters.
In 1957 it started operations as a
marketing business, opening its first
Elektra store. This remains one of the
current business units in the group,
together with its sister brand Salinas
y Rocha. This brand has 990 stores in
Mexico and 199 in Central and South
America. Since Elektra targets low-tomiddle
class segments in LatAm, each
one of its 1,244 branches includes a
Banco Azteca, aimed at offering their
clients a financial institution that meets
their specific needs. Elektra offers
products such as electronics, white
goods, domestic appliances, furniture,
motorcycles, tires, mobile phones,
computers, money wire transfers and
extended guarantees. In late 2013, Grupo
Elektra completed its latest purchase,
Blockbuster de Mexico SA de CV, with
Elektra becoming the affiliate in charge
of handling all 293 Blockbuster stores.
Palacio de Hierro has been in Mexico
for 125 years and offers some of the
world’s most valuable luxury brands,
such as Louis Vuitton, Gucci and Prada.
From its early days it has been known for
its exclusive products, and is responsible
for putting an end to the practice of
bargaining which was common in the
late nineteenth century in Mexico. In
1995, Palacio de Hierro created its
slogan “Soy Totalmente Palacio”; a
phrase which has found a place in pop
culture in the country. Describing itself
as more than a department store, it
considers itself a lifestyle trend-setter
for a sophisticated audience. The brand
also has a commercial, credit and real
estate division, and a multi-channel
approach to e-commerce.
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