Page 23 - BrandZ Top 50 Most Valuable Latin American Brands 2015
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BRAZIL
BRAND STORIES
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PARENT COMPANY Petróleo Brasileiro SA HEADQUARTERS RiodeJaneiro INDUSTRY Oil&Gas YEAROFFOUNDATION 1953
WEBSITE www.petrobras.com BRANDVALUE US$821million
Petrobras is Latin America’s fourth largest company in market value and the world’s fourth-largest energy company in terms of production of oil and gas.
Controlled by the Brazilian government, Petrobras
is publicly traded and operates in 28 countries. The brand is highly regarded for its deep-sea exploration and is credited with enabling Brazil to achieve
energy self-sufficiency. The company also operates
oil refineries and a network of gas stations. This national presence contributes to the brand’s stature in Brazil, which is also enhanced by its reputation for social responsibility and high-profile sponsorships of sporting and cultural events. Since 2014 the company has suffered problems with falling oil prices, exchange rate depreciation and corporate governance.
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PARENTCOMPANY BancodoBrasilSA HEADQUARTERS Brasília
INDUSTRY Banks YEAROFFOUNDATION 1908
WEBSITE www.bb.com.br BRANDVALUE US$709million
Banco do Brasil is the oldest active bank in Brazil and one of the oldest financial institutions in the world. It is also the largest Latin American bank in terms of total assets (considering both SOE and private banks).
Banco do Brasil played an important role during
the global financial crisis in 2008-2009, providing credit at affordable rates to small- and medium- sized companies. Founded in 1808 by Prince Regent João VI to fund the debt of a kingdom that included Portugal, Brazil, and the Portuguese colonies in Africa, Banco do Brasil is a publicly traded company that is controlled by the Brazilian government.
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY Porto Seguro SA HEADQUARTERS São Paulo INDUSTRY Insurance
YEAR OF FOUNDATION 1945 WEBSITE www.portoseguro.com.br BRAND VALUE US $779 million
One of Brazil’s leading insurance companies, Porto Seguro offers a comprehensive portfolio.
With products spanning vehicle, health, accident, life and personal injury insurance, Porto Seguro offers policies to individuals, families, companies, and government agencies in Brazil and Uruguay through direct and indirect subsidiaries. Since the company established an alliance with Itaú in 2009, Porto Seguro products have been available at the bank’s branches.
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Brasil Kirin SA
PARENT COMPANY Vivo Participações SA HEADQUARTERS São Paulo
INDUSTRY Communication Providers YEAR OF FOUNDATION 2003
WEBSITE www.vivo.com.br BRAND VALUE US $541 million
Vivo is the largest telecommunications company in Brazil, with over 106 million users: 82.7 million in mobile (in which it holds the largest market share 29.3% - June/15), and 23.7 million fixed-line users.
As the result of a joint venture between Telefónica, the Spanish telecommunications provider, and Portugal Telecom (PT), Vivo invests heavily in advertising to deliver its message, “Best coverage in Brazil.” In 2010, Telefónica bought PT’s shares, and Vivo has since advanced Telefónica’s strategy by building brands around the convergence of phone, TV, and Internet communication.
PARENTCOMPANY BRF–BrasilFoodsSA HEADQUARTERS Itajaí
INDUSTRY Food&Dairy YEAROFFOUNDATION 1934
WEBSITE www.perdigao.com.br BRANDVALUE US$540million
The 2009 merger of Perdigão and Sadia into BRF, created the world’s largest poultry company.
Perdigão is one of Brazil’s largest food producers, specializing in frozen and chilled products. Its range of about 3,000 items is distributed throughout Brazil and to more than 100 countries. The company’s scale enables it to pursue a low-cost producer strategy. Established in 1934 as Brandalise, Ponzonie & Cie, the company changed its name to Perdigão SA in 1958. It began exporting in 1975 and went public in 1980.
PARENT COMPANY HEADQUARTERS São Paulo INDUSTRY Beer
YEAR OF FOUNDATION 1939 WEBSITE www.schin.com.br BRAND VALUE US $607 million
The Schin brand is one of the most popular beers in the country, with a significant presence in São Paulo State and the northeast region.
The story began with a small and simple plant in 1939 in São Paulo. At that time, the production line was limited to soft drinks; it only started producing its first Pilsen beer in 1989. Today the brand’s product line consists of beer, draft beer, soft drinks and mineral water. These are distributed throughout Brazil, as well as several countries of Mercosur, Asia and Europe.
Japanese Kirin Holdings acquired the Schincariol Group in 2011.
PARENT COMPANY Grupo Pão de Açúcar HEADQUARTERS São Paulo
INDUSTRY Retail
YEAR OF FOUNDATION 1952
WEBSITE www.casasbahias.com.br BRAND VALUE US $605 million
A retail chain specializing in furniture and home appliances, Casas Bahia was acquired in 2009 by Grupo Pão de Açúcar.
Since its establishment in 1952, Casas Bahia has appealed to low-income customers by offering in-store credit and a reputation for quality and affordability. The acquisition by Grupo Pão de Açúcar meant the company was then well placed to benefit from increased consumer spending
by Brazil’s rising middle class. Since 2010 Casas Bahia has reached customers throughout Brazil, with more than 500 stores and a web presence.
PARENTCOMPANY GrupoPãodeAçúcar HEADQUARTERS SãoPaulo
INDUSTRY Retail
YEAROFFOUNDATION 1948
WEBSITE www.paodeacucar.com.br BRANDVALUE US$558million
Pão de Açúcar is a neighborhood supermarket with a focus on the middle class consumer.
Pão de Açúcar is part of the giant retail conglomerate Group Pão de Açúcar, which began as a pastry shop
in 1948 and now includes more than 180 stores. The brand is known for quality, innovation, and strong customer service. The chain enjoys high levels of shopper loyalty, and was among the first supermarkets to offer imported products during the 1990s.
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