Page 44 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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COLOMBIA
BRAND STORIES
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PARENTCOMPANY BancoDaviviendaSA HEADQUARTERS Bogotá
INDUSTRY Banks
YEAROFFOUNDATION 1972
WEBSITE www.davivienda.com BRANDVALUE US$1,636million
An iconic logo makes Davivienda one of Colombia’s most recognizable brands.
The Davivienda brand’s presence in the market consists of
a network of 743 bank branch locations in 176 cities, 2,000 ATMs and nearly 15,000 employees serving 6.6 million customers. The brand was founded in 1972 as the Corporación Colombiana de Ahorro y Vivienda and initially operated as a savings and loan provider under the brand name Coldeahorro. The brand identity changed to Davivienda in 1973 when it adopted a distinctive logo known as La Casita Roja (little red house). It’s among the most identifiable corporate logos in Colombia. In 1997, the Corporación Colombiana de Ahorro y Vivienda became a commercial bank and changed its name to Banco Davivienda SA. Davivienda has operations in Panamá, Costa Rica, Honduras, El Salvador and Miami and is part of the Sociedades Bolívar holding company.
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PARENTCOMPANY GrupoSuramericana HEADQUARTERS Medellín
INDUSTRY Banks
YEAROFFOUNDATION 1944
WEBSITE www.gruposura.com BRANDVALUE US$997million
SURA Business Group is listed on the Stock Exchange of Colombia (BVC) and is registered in the ADR program – Level I in the United States.
It is also the only Latin American financial services organization to be included in the Dow Jones Sustainability Index. This index recognizes companies that support best practices in economic, environmental and social issues.
SURA Business Group focuses on two types of investments: strategic (focused on financial services, insurance, pensions, savings and investment) and portfolio investments, mainly in the processed food, cement and energy sectors.
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY UNE Telecomunicaciones HEADQUARTERS Medellín
INDUSTRY Communication Providers
YEAR OF FOUNDATION 2006
WEBSITE www.une.com.co BRAND VALUE US $1,039 million
UNE provides telecommunication services including fixed, local and long distance calls, wireless and digital television services.
Founded in 2006, UNE is a Colombian public company headquartered in Medellín. Control of the company lies with EPM (Unidad de Negocios Estrategicos) with a 51% holding; the other 49% is held by Swedish company Millicom International Cellular. UNE strives to get to know its customers in detail, identifying their consumption practices and then designing products and services accordingly.
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Colombia Móvil SA ESP
PARENT COMPANY Banco de Occidente SA HEADQUARTERS Santiago de Cali INDUSTRY Banks
YEAR OF FOUNDATION 1965
WEBSITE www.bancodeoccidente.com.co BRAND VALUE US $884 million
Banco de Occidente focuses on businesses and affluent individuals.
Founded in 1965 in Cali, Banco de Occidente was acquired by one of Colombia’s wealthiest individuals and major bankers, Luis Carlos Sarmiento Angulo, in 1971. The fifth largest bank in Colombia, it offers comprehensive banking services with a special focus on serving large and medium sized businesses along with medium and high income clients. Today, Grupo Aval and other entities controlled by Sarmiento Angulo own 85.5% of Banco de Occidente.
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PARENT COMPANY HEADQUARTERS Bogotá INDUSTRY Beer
YEAR OF FOUNDATION 1904 WEBSITE www.pilsen.com.co BRAND VALUE US $695 million
Brewed since 1904, Pilsen is the leading brand in the Antioquia region.
Pilsen is the official sponsor of the Festival of Flowers in Medellìn and aligned to the customs and traditions of the region. The brand is promoted as being ideal for sharing with friends after work.
PARENTCOMPANY AlmacenesÉxitoSA HEADQUARTERS Envigado
INDUSTRY Retail
YEAROFFOUNDATION 1949
WEBSITE www.exito.com BRAND VALUE US $714 million
Founded in 1949 by Mr. Gustavo Toro Quintero in Medellìn, Almacenes Exito S.A. is Colombia´s leading retail brand.
The company operates 470 stores in Colombia and 54 in Uruguay, offering food and non-food products. Some of its stores include brand names like Surtimax, Home Mart, Disco, Devoto, and Geant. Besides its core products, the Éxito brand is leveraged across
a portfolio of businesses that include consumer credit, travel agency, insurance, textile and food, e-commerce, gas stations, and shopping center development businesses. In 1998, Éxito began online sales. From 1999, France’s Groupe Casíno acquired an increasing stake in Éxito, gaining majority control in 2007. Éxito expanded internationally for the first time in 2011, when
it acquired 52 Casino stores in Uruguay that were operating under the banners of Disco, Devoto and Géant. In 2013, the brand launched “Movil Éxito” offering mobile phone services including voice plans, SMS and data. In December 2014, the Éxito Group’s Colombia store portfolio reached the 100 mark.
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PARENTCOMPANY Avianca-TACAGroup HEADQUARTERS Bogotá
INDUSTRY Airlines YEAROFFOUNDATION 2010
WEBSITE www.avianca.com BRANDVALUE US$688million
Avianca is a subsidiary of Synergy Group in Brazil and is the third largest flight company in South America, with more than a hundred destinations around America and Europe.
Formerly known as AviancaTaca AirHoldings Inc., Avianca Holdings’ history started in 1910 under the name “Sociedad Colombo Alemana de Transporte Aéreo, SCADTA.” In 1940, the company was constituted after the integration of SCADTA and the Servicio Aéreo Colombiano – SACO. The first international flights covered routes to Quito, Lima, Panama, Miami, New York and Europe. In 2009 the company merged with Central American carrier TACA Airlines, and during 2010 it formalized
a strategic union which includes Avianca, Tampa Cargo and AeroGal. ThecompanytradesattheNewYorkStockExchange as ANH, and in the Colombian Stock Market as AVT_P.
PARENT COMPANY
HEADQUARTERS Bogotá
INDUSTRY Communication Providers YEAR OF FOUNDATION 2006
WEBSITE www.tigo.com.co
BRAND VALUE US $905 million
The country’s third largest mobile brand, Tigo has nearly 4.9 mobile customers in Colombia, 80 percent of whom use prepaid service.
The brand’s origins date back to 2004 when UNE Telecomunicaciones SA ESP and Empresa de Telecomunicaciones de Bogotá ETB SA ESP created Colombia Móvil to offer services under the Ola brand. The brand name changed from Ola to Tigo, a condensed version of the Spanish word contigo (with you), following acquisition of a majority position by Luxembourg-based Millicom International Cellular SA, in 2006. The company then merged with UNE EPM Telecomunicaciones S.A., Millicom Spain Cable S.L., EPM and Millicom to offer an integrated package including fixed and mobile communication, as well as pay TV and internet.
In Colombia, Tigo were among the first mobile operators to offer pre- paid cell phones and on demand access to the web
Grupo Bavaria (SABMiller)