Page 22 - BrandZ Top 50 Most Valuable Latin American Brands 2015

44
45
BRAZIL
BRAND STORIES
5
PARENTCOMPANY BRF–BrasilFoodsSA HEADQUARTERS Itajaí
INDUSTRY Food&Dairy YEAROFFOUNDATION 1944
WEBSITE www.sadia.com.br BRANDVALUE US$2,757million
Sadia is a leading producer of processed and frozen foods such as hamburger patties and pizza. It exports to more than 65 countries.
Founded in 1944 and listed on the stock market in 1971 as Sadia Concórdia SA Indústria e Comércio, Sadia also produces dairy products and serves both consumers and commercial customers, including fast-food chains. Sadia is part of BRF, a public company formed in 2009 by the merger of Sadia with another food giant, Perdigão. Exporting activities began in the 1970s with the sale of frozen halal-certified chicken to the Middle East.
7
PARENTCOMPANY NaturaCosméticosSA HEADQUARTERS ItapecericadaSerra INDUSTRY PersonalCare YEAROFFOUNDATION 1969
WEBSITE www.natura.com.br BRANDVALUE US$1,700million
Natura is Brazil’s leading manufacturer and marketer of cosmetics.
Formed in 1969 and first publicly traded in 2004, Natura has used a direct sales approach for more than 30 years, and now has more than 1.6 million sales representatives (“consultants”) in Argentina, Australia, Brazil, Chile, Colombia, United States, France, Mexico, Peru and Venezuela.
One of the first cosmetics companies to market natural and environmentally friendly products, Natura has a reputation for social responsibility. The company is also known for its emphasis on research and development and its use of ordinary people rather than supermodels in its advertisements.
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
6 9 10
PARENT COMPANY Companhia de Bebidas das Américas – AmBev HEADQUARTERS São Paulo
INDUSTRY Beer
YEAR OF FOUNDATION 1885
WEBSITE www.antarctica.com.br BRAND VALUE US $1,859 million
Antarctica is a leading Brazilian beer and soft drink.
Launched in 1885 in São Paulo, Antarctica adopted the image of two penguins as its logo in 1935. This logo continues to symbolize the brand. Antarctica beer is positioned as “the beer for the good moments of life.” The brand’s most popular soft drink is a soda called Guaraná Antarctica made from the tropical guaraná berry.
In 1999, Antarctica combined with Brazil’s other large beer brand, Brahma, to form AmBev, which subsequently joined with Belgium’s Interbrew to become the world’s largest beer marketer, now called AB InBev.
PARENTCOMPANY BTGPactualSA HEADQUARTERS São Paulo INDUSTRY Banks
YEAR OF FOUNDATION 1981 WEBSITE www.btgpactual.com BRAND VALUE US $1,118 million
BTG Pactual is the leading investment bank in Latin America.
It was established in 1983 as a brokerage in Rio de Janeiro. In May 2006, UBS AG purchased Pactual, creating “UBS Pactual”, the division of UBS in Latin American countries. In October 2008, a group of partners left UBS Pactual and joined with Persio Arida to create BTG, a global investment company with offices in São Paulo, Rio de Janeiro, London, New York and Hong Kong. In 2009, BTG acquired UBS Pactual, resulting in the creation of BTG Pactual. BTG Pactual specializes in investment banking, wealth management and asset management.
PARENTCOMPANY UltraparParticipaçõesSA HEADQUARTERS SãoPaulo
INDUSTRY Retail
YEAROFFOUNDATION 1937
WEBSITE www.ipiranga.com.br BRAND VALUE US $1,072 million
Ipiranga is Brazil’s largest private fuel distribution company, with a network of approximately 7,100 service stations.
After expanding in rural Brazil during the 1960s and 70s, Ipiranga became a national brand through its acquisition of Atlantic in 1993. In 2008, Grupo Ultra bought both Ipiranga (in most regions), and Texaco,
as Chevron was known in Brazil. The collection of gas stations began to consolidate under the Ipiranga name.
The brand, with its slogan “Passionate about cars, like every Brazilian” (“Apaixonados por carro, como todo brasileiro”) is well known by Brazilians. This strong equity plays a role in swaying consumer decisions in a highly commoditized category where convenience is often the key driver.
12
PARENT COMPANY Lojas Americanas SA HEADQUARTERS Rio de Janeiro INDUSTRY Retail
YEAROFFOUNDATION 1929
WEBSITE www.lojasamericanas.com.br BRANDVALUE US$843million
Lojas Americanas operates a national chain of discount department stores.
One of Brazil’s largest non-food retailers, Lojas Americanas sells over 60,000 items in categories including apparel, health and beauty, home furnishings, and toys. With distribution centers in São Paulo, Rio de Janeiro, and Recife, the company has approximately 950 stores in Brazil as well as an online presence. The brand has a long heritage in Brazil – it was established in 1929 – and is popular with consumers from all income groups.
8 11
PARENT COMPANY Companhia de Bebidas das Américas – AmBev HEADQUARTERS São Paulo
INDUSTRY Beer
YEAR OF FOUNDATION 1853
WEBSITE www.bohemia.com.br BRAND VALUE US $1,309 million
Bohemia is a leading premium beer in Brazil.
Established in 1853, Bohemia enjoys the distinction
of being the oldest beer brand in Brazil as well as the leader in the premium segment, thanks to a strategy of limiting distribution to select locations and introducing limited edition offers. The Bohemia brand is available in four variations, including wheat and dark beers.
Bohemia was acquired by Brazilian brewer Antarctica Paulista in 1961. The brand became part of an even larger brewer in 1999 when Antarctica Paulista and Brahma brewery merged to created Ambev. Then in 2004, Belgium-based InterBrew acquired a majority interest in AmBev to form a new global brewing giant known as InBev. In 2008 Bohemia became part of a still larger company known as Anheuser-Busch InBev.
PARENT COMPANY Cielo SA HEADQUARTERS Barueri INDUSTRY Payments
YEAR OF FOUNDATION 2009 WEBSITE www.cielo.com.br BRAND VALUE US $941 million
Cielo is the leader in persuading merchants to join a credit card network, and in handling the payment process.
Formed in 1995 by several financial organizations, including Visa International, Bradesco, Banco do Brasil, Banco Real and the now obsolete Banco Nacional,
Cielo was initially known as Visanet. The company was renamed in advance of its initial public offering (IPO), which was one of the largest in Brazil’s history. In an industry challenged by deregulation, Cielo surpasses its competition in profitability thanks to its competitive pricing and reputation for good customer service.