Page 36 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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CHILE
BRAND STORIES
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PARENTCOMPANY CencosudSA HEADQUARTERS Santiago INDUSTRY Retail YEAROFFOUNDATION 1976 WEBSITE www.jumbo.cl BRANDVALUE US$729million
Jumbo was Chile’s first hypermarket chain.
Jumbo opened its first hypermarket in Santiago in 1976. Founded by German Horst Paulmann, he used Jumbo as a stepping
stone to build parent company Cencosud into what today is
one of Latin America’s dominant retail holding companies. Currently, there are Jumbo 32 stores in Chile, including 13 in the Santiago area. The company operates large format stores that average 8,250 square meters. Cencosud uses the Jumbo brand for some of its hypermarkets outside of Chile, particularly in Argentina. The brand offers a broad assortment of merchandise at low prices. It also offers private brands, backed by a double guarantee that allows dissatisfied customers a choice of a refund or double the quantity of a comparable item.
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PARENTCOMPANY ParqueArauco HEADQUARTERS Santiago INDUSTRY Retail YEAROFFOUNDATION 1982 WEBSITE www.parquearauco.cl BRANDVALUE US$459million
Parque Arauco was founded 32 years ago and it is the third largest shopping mall company in Chile. The company has ambitious plans for international expansion; currently its portfolio includes 27 shopping centers that operate in Chile, Peru and Colombia.
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY BBVA Group HEADQUARTERS Santiago INDUSTRY Banks
YEAR OF FOUNDATION 1981 WEBSITE www.provida.cl BRAND VALUE US $536 million
The Pension Fund Administrator Provida (Provida AFP) is the leading manager of pension funds in Chile, with 59 branches nationwide.
Founded in 1981, the main business of Provida AFP is the management of individual capitalization accounts and the provision of life and disability benefits, such as senior retirement pensions. In October 2013, the company was acquired by MetLife Inc., from Banco Bilbao Vizcaya Argentaria S.A. (BBVA).
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PARENT COMPANY Compañía de Cervecerías Unidas HEADQUARTERS Santiago
INDUSTRY Beer
YEAR OF FOUNDATION 1902
WEBSITE www.ccu.cl
BRAND VALUE US $446 million
Cristal is the leading brand from Chile’s largest brewer.
The Cristal brand has been a market share leader in Chile for
the past 20 years thanks to strong and consistent advertising support. It is regarded as the flagship brand of Compañía de Cervecerías Unidas (CCU). The origins of the brand date back
to 1850 when Chile’s first brewery was opened in Valparaíso by don Joaquín Plagemann. It later merged with other brewers and
in 1902 became Compañía Cervecerías Unidas SA. In 1992, the company’s shares began trading on the New York Stock Exchange under the symbol CCU.
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PARENT COMPANY Ripley Corp SA Y Subsidiarias HEADQUARTERS Santiago
INDUSTRY Retail
YEAR OF FOUNDATION 1956
WEBSITE www.ripley.cl BRAND VALUE US $427 million
Ripley is a major brand within the retail sector in Chile, operating 39 department stores that sell apparel and household products.
The company also has a financial services arm that offers credit cards and other financial services. Brothers Lazaro and Marcelo Calderón founded Ripley in Santiago in 1956. The brand began expanding outside of Santiago in 1986. Originally focused on serving low-to-middle income customers, Ripley has broadened its appeal to more affluent shoppers during the past 15 years. In 1997, Ripley expanded its presence to Peru.
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PARENT COMPANY Banco de Crédito e Inversiones HEADQUARTERS Santiago
INDUSTRY Banks
YEAR OF FOUNDATION 1937
WEBSITE www.bci.cl
BRAND VALUE US $387 million
Bci specializes in savings & deposits, securities brokerage, asset management and insurance.
The bank enjoys the distinction of being one of the few
financial institutions that remained private during Chile’s
period of nationalization. Since 1984, Bci has promoted its positioning statement, “We are different.” The bank reinforces that brand identity with a distinctive and colorful logo. The bank was founded in 1937 in Santiago and opened its first branch, in Valparaíso, in 1956. In 1987 it created its first subsidiary, Bancrédito Securities SA Agent and in 1999, the first international branch opened in Miami. Bci’s range of service offerings, and presence throughout Chile with 300 offices, has enabled it to remain one of the nation’s most important banks.
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PARENT COMPANY Cencosud SA HEADQUARTERS Santiago INDUSTRY Retail
YEAR OF FOUNDATION 1993 WEBSITE www.easy.cl
BRAND VALUE US $328 million
Easy is Chile’s second largest home improvement retailer.
The Easy brand was founded in Argentina in 1993 with the opening of its first home improvement store. The following year saw the brand enter Chile where it now operates 29 stores (compared with 39 Easy stores in Argentina). Easy stores stock roughly 35,000 items and a core aspect of the brand’s value proposition is low prices. Easy offers a “never pay more,” guarantee that provides shoppers a 10 percent discount on comparable items if they find a lower price elsewhere. Easy is among the leading retail brands owned by Cencosud, Chile’s largest retail conglomerate.