Page 43 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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COLOMBIA
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
BRAND VALUE
Total Value of Colombian Brands
US$ 25.6 BILLION
Brand Value Change 2014-2015
+10%
Source: Millward Brown Vermeer
PARENTCOMPANY GrupoBavaria(SABMiller) HEADQUARTERS Bogotá
INDUSTRY Beer
YEAROFFOUNDATION 1913
WEBSITE www.cervezaaguila.com BRANDVALUE US$3,672million
One of Colombia’s best-known products, Águila has over one hundred years of heritage and is a cultural icon.
Águila stems from the city of Barranquilla in 1913 and its origins can be traced to eternal rivalry between the cities of Cartagena and Barranquilla. Initially Águila was brewed by Bavaria S.A., a Colombian company acquired in 2005 by SABMiller. The brand has sponsored the Colombia national soccer team in every category for over 17 years. Recently the brand’s alcohol-free version has also gained traction in the market.
PARENT COMPANY Grupo Bavaria (SABMiller) HEADQUARTERS Bogotá
INDUSTRY Beer
YEAR OF FOUNDATION 1929
WEBSITE www.cervezapoker.com BRAND VALUE US $2,436 million
Póker is the largest selling beer brand in Colombia.
It was first brewed in Manizales in 1929 and soon spread to the Coffee Zone and the Valle del Cauca, becoming the lead brand in western Colombia. In 2004, Póker began a program of national expansion, entering Bogotá and the center of the country and achieving rapid growth. A line extension in 2011 saw the launch of Póker Ligera, a beer with less alcohol, aimed at expanding consumption occasions.
In recent years, Póker has been known for its messages
of confidence and positive attitude towards friends, even creating the ‘Póker friend’s day’, a special day each year to share with friends and celebrate with a good beer. The brand is currently working on boosting consumption on other days with a consumer advertising campaign running on Thursdays.
PARENT COMPANY Banco de Bogotá HEADQUARTERS Bogotá
INDUSTRY Banks
YEAR OF FOUNDATION 1870
WEBSITE www.bancodebogota.com BRAND VALUE US $2,198 million
Banco de Bogotá is the oldest bank in Colombia, its history dates back to 1870 when it opened its doors with COP $500,000.
Since then, the bank has seen steady growth through mergers and acquisitions. In 2013, the bank expanded its operations abroad by acquiring Grupo Financiero Reformador from Guatemala, through its subsidiary Credomatic International Corporation, as well as BBVA Panamá through its subsidiary Leasing Bogotá S.A. Panamá . The bank’s international operations are run by its own subsidiaries and agencies in Panama, the Bahamas, Miami and New York. In Colombia
it has around 263 branches. The brand has recently been investing in enhancing its virtual channels and modernizing its communications with clients and stakeholders.
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PARENTCOMPANY BancolombiaSA HEADQUARTERS Medellín
INDUSTRY Banks
YEAROFFOUNDATION 1945
WEBSITE www.grupobancocolombia.com BRANDVALUE US$3,476million
Bancolombia is the largest commercial bank in Colombia and one of the largest in Latin America.
The bank was founded in 1945 and is headquartered in Medellín. It belongs to the group SURA and is part of Grupo Empresarial Antioqueño. The bank has more than 8.1 million customers and a branch network of 779 Bancolombia branded locations and 2,876 ATMs. The bank employs around 27,000 people.
Shares of Bancolombia have traded on the New York Stock Exchange since 1995 when Bancolombia became the first Colombian company to enter the US market. The bank is
a Multilatam company with presence in El Salvador, Peru, Puerto Rico, Panama and the Cayman Islands.
PARENT COMPANY Ecopetrol SA HEADQUARTERS Bogotá INDUSTRY Oil & Gas
YEAR OF FOUNDATION 1951 WEBSITE www.ecopetrol.com.co BRAND VALUE US $2,017 million
Formerly known as Empresa Colombiana de Petróleos S.A., Ecopetrol is Colombia´s largest petroleum company; it is ranked 39 worldwide and in the top four in Latin America.
It is a vertically integrated oil company with presence in Colombia, Peru, Brazil and the US Gulf Coast. The company´s operations include exploration, production, transport,
supply and marketing of its own oil surplus and by-products. Ecopetrol is a mixed economy company that operates under the laws of Colombia and is directed and administered by the Shareholders’ General Assembly, the Board of Directors and the company´s President, the company´s stocks are traded at the BVC (Bolsa de Valores de Colombia), the New York Stock Exchange, and the Toronto Stock Exchange. In the last year, it has lost much of its value due to falling oil prices.
PARENT COMPANY Banco Popular SA HEADQUARTERS Bogotá
INDUSTRY Banks
YEAR OF FOUNDATION 1950
WEBSITE www.bancopopular.com.co BRAND VALUE US $1,867 million
Banco Popular is a market leader in consumer loans.
The bank was established in 1950 as a government owned institution and began the process of privatization in 1996 when entities controlled by Colombian finance magnate Luis Carlos Sarmiento Angulo acquired the bank.
Today, the bank is the seventh largest in Colombia with a network of 184 branches and 925 ATM’s.