Page 21 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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BRAZIL
KEY FACTS AND BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
BRAND VALUE
Total Value of Brazilian Brands
US$ 48.4 BILLION
Brand Value Change 2014-2015
PARENT COMPANY Companhia de Bebidas das Américas – AmBev HEADQUARTERS São Paulo
INDUSTRY Beer
YEAR OF FOUNDATION 1964
WEBSITE www.skol.com.br BRAND VALUE US $8,500 million
Skol is Brazil’s most popular beer. Its marketing emphasizes enjoyment of life and appeals especially to young people.
The brand was launched in 1964 in Europe and in 1967 in Brazil. By 1988, it had risen to become the market leader for beer in Brazil, a position it still retains.
A pioneer of innovation, in 1971 Skol was the first canned beer in the market, in 1989 it launched the first aluminum can and in 1993 the long necked bottle.
Its brand positioning is focused on young people: Skol has promoted various music festivals throughout Brazil, which has strengthened the brand with this audience.
PARENTCOMPANY BancoBradescoSA HEADQUARTERS Osasco
INDUSTRY Banks
YEAR OF FOUNDATION 1943
WEBSITE www.bradesco.com.br BRAND VALUE US $5,202 million
With the acquisition of HSBC operations in Brazil, Bradesco became the second largest private bank in terms of total assets. The bank is the world’s thirty- second largest in market capitalization in 2014.
Bradesco offers online banking, insurance, pension plans, credit card services, savings bonds, and personal and commercial loans. The bank continues with its strategy to become Brazil’s most accessible bank, mainly by having its own branches around
the country. It also intends to reach potential new customers among the country’s rising middle class.
Bradesco pioneered the sale of insurance and pension plans through its subsidiary Bradesco Seguros.
+6%
Source: Millward Brown and BrandZTM
KEY FACTS
Capital City
Currency
Area
Population (THOUSAND) Population growth rate (ANNUAL) Life expectancy
Literacy rate of 15-24 year olds Unemployment rate
34
Brasília
REAL
8.51 million km2
202,000 (2014)
0.8% (2010-2015)
74 years (2013)
98.6% (2012)
5.4% (2013) 4.9% (2014)
ANNUAL GDP AT CURRENT PRICES
PARENT COMPANY Itaú Unibanco Holding HEADQUARTERS São Paulo
INDUSTRY Banks
YEAR OF FOUNDATION 1945
WEBSITE www.itau.com.br BRAND VALUE US $4,315 million
Itaú is the largest Brazilian private bank in terms of total assets, the largest financial conglomerate in Latin America and the world’s twenty-third largest bank in terms of market value in 2014.
Established 70 years ago, Itaú evolved to its current size as a result of the 2008 merger of Banco Itaú and Unibanco. The bank, which operates in South America, Europe, Asia and the United States, has almost 4,200 branches and almost 28,000 ATMs in Latin America. Following the merger, Itaú is building on its reputation for innovation and efficiency, emphasizing personal service with the tagline Feito para Você (Made for You). Like its competitor Bradesco, Itaú is also aiming to attract new customers from Brazil’s rising middle class, by offering credit cards to individuals who, until now, lacked access to bank credit.
PARENT COMPANY Companhia de Bebidas das Américas – AmBev HEADQUARTERS São Paulo
INDUSTRY Beer
YEAR OF FOUNDATION 1888
WEBSITE www.brahma.com.br BRAND VALUE US $4,185 million
Brahma is well known for its innovative and witty advertising that relies heavily on sex appeal.
Brazil’s second-largest beer in market share (after Skol), Brahma is marketed in a total of 31 countries. Founded in 1888 by Companhia Cervejaria Brahma, the brand is owned by AB InBev, the world’s largest brewer.
In 2007, Brahma launched the Brahma Fresh in the Northeast region, in order to compete with low-price beers.
Total at current prices:
GDP per capita (annual dollars): Growth rate:
Country’s share in regional GDP: Net foreign direct investment:
US$ 2.3 trillion (2014) US$ 11,612 (2014) 0.1% (2014)
49.2% (2014)
US$ 67.5 billion (2013) US$ 66 billion (2014)
Sources:
CEPAL, Comisión Económica ONU
CEPASTAT – Database and Statistical Publications Financial Times Latin America & Caribbean
World Bank
Unesco
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