Page 26 - BrandZ Top 50 Most Valuable Latin American Brands 2015

BRAZIL
BRAND STORIES
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PARENTCOMPANY GlobalVillageTelecomSA HEADQUARTERS Curitiba
INDUSTRY CommunicationProviders YEAROFFOUNDATION 2000
WEBSITE www.gvt.com.br BRANDVALUE US$268million
GVT is one of the country’s three most recognized brands in the segment of fixed line and pay TV.
Present in Brazil since 2000, Global Village Telecom (GVT) was originally a subsidiary of a Dutch company with the same name and the American companies ComTech Communications Technologies and RSL. In 2009 GVT was sold to Vivendi, a French media group. Three years ago GVT was sold to Telefónica.
GVT’s offering spans high speed internet, pay TV, fixed line and telecom solutions for corporate enterprise.
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PARENTCOMPANY GrupoPãodeAçúcar HEADQUARTERS SãoPaulo
INDUSTRY Food&Dairy YEAROFFOUNDATION 2006
WEBSITE www.taeq.com.br BRANDVALUE US$254million
Taeq offers a varied range of healthy products. Currently, the TAEQ brand is divided into segments covering nutrition, organic, sports and beauty.
Created in 2006, Taeq is an own-brand of the supermarket network Pão de Açúcar Group. Research commissioned by the Group identified a type of consumer looking to lead a healthier life. These findings prompted the creation of a brand focused on wellbeing, health and quality of life: Taeq. (The name comes from the Eastern words “TAO” (path, balance) and “EKI” (vital energy).
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY BM&F BOVESPA SA HEADQUARTERS São Paulo
INDUSTRY Stock Market
YEAR OF FOUNDATION 2008
WEBSITE www.bmfbovespa.com.br BRAND VALUE US $219 million
BM&F BOVESPA is the leading stock exchange in Latin America and the second largest in the Americas.
BM&F BOVESPA was created in 2008 through the integration of the Brazilian Mercantile & Futures Exchange (BM&F) with the São Paulo Stock Exchange. BM&F BOVESPA introduced stock investment to
a wider audience while at the same time gaining credibility in the corporate segment with its record of successful IPOs.
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PARENT COMPANY M Dias Branco HEADQUARTERS Porto Alegre INDUSTRY Food & Dairy
YEAR OF FOUNDATION 1951 WEBSITE www.adria.com.br BRAND VALUE US $210 million
Adria produces and distributes crackers, cookies, biscuits, and pasta products.
The brand was established in 1951 in Porto Alegre, southern Brazil, by a family of Italian immigrants.
In 2001, four companies within the sector (Adria, Basilar, Isabela and Zabet) integrated to centralize strategic planning, streamline operational processes and maximize market opportunities. In 2003, Adria was acquired by Group M. Dias, a national leader in the manufacture and sale of biscuits and other food products.
PARENT COMPANY Raia Drogasil SA HEADQUARTERS São Paulo INDUSTRY Retail
YEAR OF FOUNDATION 1935 WEBSITE www.drogasil.com.br BRAND VALUE US $256 million
Drogasil is the fourth largest retail drugstore by sales revenue in Brazil and has 578 stores throughout northeast, southeast and midwest regions.
The company has been a retailer of pharmaceutical healthcare, skin care and personal care products
for the past 75 years. Today it operates more than 280 stores in five Brazilian states and more than 75 cities. In 2011, DrogaRaia and Drogasil merged to become Raia Drogasil S.A., the largest company in the pharmaceutical retail segment in Brazil.
PARENTCOMPANY CVCTurismo HEADQUARTERS SantoAndré INDUSTRY TravelAgencies YEAROFFOUNDATION 1972 WEBSITE www.cvc.com.br BRANDVALUE US$224million
CVC is the largest tourism operator in Brazil and Americas.
CVC was founded in 1972 by Guilherme Paulus and Carlos Vicente Cerchiari (the CVC brand comes from the initials of this name). It is based in the city of Santo André (near capital of São Paulo State).
Over the decades, CVC has expanded its business
into selling tourism packages with air transportation, and exclusive chartering of transatlantic vessels and aircraft. It has also opened stores in malls and today has 936 outlets across the country, as well as a virtual presence. In 2009, the private equity fund The Carlyle Group bought a 63.6% stake from Paulus.
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PARENT COMPANY Walmart do Brasil SA HEADQUARTERS São Paulo
INDUSTRY Retail
YEAR OF FOUNDATION 2000
WEBSITE www.bompreco.com.br BRAND VALUE US $244 million
BomPreço, a Walmart Brasil brand, is a traditional supermarket chain known for quality, convenience and low prices.
The first BomPreço supermarket began in 1966 in a small warehouse within the Brazilian northeast. It has since grown to become one of the largest supermarket chains in that region.
The input of its parent company, the major North American retail chain WalMart, has enabled the technological modernization and the expansion of the BomPreco network to 61 stores.
PARENTCOMPANY SãoPauloAlpargatasSA HEADQUARTERS SãoPaulo
INDUSTRY Apparel
YEAROFFOUNDATION 1907
WEBSITE www.havaianas.com BRANDVALUE US$218million
Havaianas produces flip-flop sandals, selling around 360 million pairs annually in over 107 countries.
The company introduced the sandals in the early 1960s, adopting a Japanese design made from rice straw and producing it in rubber. With an emphasis on color and design, starting in early 1990, Havaianas transformed the shoes from inexpensive and utilitarian to fashion statements. Havaianas has expanded its operations through brand franchise stores; currently there are 374 stores across the country.
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