Page 51 - BrandZ Top 50 Most Valuable Latin American Brands 2015

MEXICO
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
123456
PARENTCOMPANY GrupoModelo,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Beer
YEAROFFOUNDATION 1925
WEBSITE www.corona.com BRANDVALUE US$8,476million
Corona’s strong Mexican heritage
has allowed it to surpass geographic frontiers, and it is currently sold in over 180 countries.
Corona was first launched in 1925; that same year its parent company Grupo Modelo began operations. The brand
has a rich history of innovation, having been able to unite itself to Mexican culture through simple, yet iconic communication efforts. It has created strong brand cues that relate it to relaxation, music. The group’s staple brand across the globe, it’s the best- selling Mexican beer in the world and the best-selling import beer in almost fifty of the markets in which it has presence.
PARENTCOMPANY AméricaMóvil,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY CommunicationProviders YEAROFFOUNDATION 1989
WEBSITE www.telcel.com BRANDVALUE US$6,174million
Telcel is the leader in mobile phone services in Mexico, with approximately 71.5 million users.
Its market share is around 70% of mobiles nationwide. Even when transferring their old number became an option for users, Telcel was a net winner of clients, making it evident to some extent that people value its wide user network, and certainly reflecting the message of its slogan: “Telcel is
the Network”. This makes it one of the most important brands for América Móvil, the leader in telecommunications in Latin America, owned by the business tycoon Carlos Slim Helú.
PARENTCOMPANY GrupoTelevisa,SAB HEADQUARTERS MexicoCity INDUSTRY CommunicationProviders YEAROFFOUNDATION 1950
WEBSITE www.televisa.com BRANDVALUE US$4,423million
Televisa is the largest communications company in the Spanish speaking world and one of the most important players in the entertainment business around the globe.
Founded in 1930, Televisa operates
four broadcasters in Mexico, produces, distributes and exports contents to the American market through Univision – the leading Spanish speaking media company in the US – and to more than 50 countries through other media partners. Televisa also publishes and distributes magazines and films, and owns radio broadcasters around the country.
PARENTCOMPANY GrupoModelo,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Beer
YEAROFFOUNDATION 1925
WEBSITE www.gmodelo.com BRANDVALUE US$3,604million
Founded in 1925 under two brands, Especial and Negra, Modelo was subsequently relaunched as one of Grupo Modelo’s first beers.
Modelo has focused on developing a strong portfolio that spans different beer types and can catch consumers with premium offerings through strong positioning cues. In particular, the
use of innovative and differentiated packaging and emotionally charged campaigns that convey the premium quality and uniqueness of the products they promote.
PARENTCOMPANY AméricaMóvil,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY CommunicationProviders YEAROFFOUNDATION 1947
WEBSITE www.telmex.com BRANDVALUE US$3,554million
Telmex is the leader in landline phone services, providing services nationwide.
Telmex is owned by ‘Teléfonos de México’, a company created in 1947, nationalized in 1972 and re-privatized in 1990. At that point, over 32 billion pesos were invested to set up a wide fiber optic network, connecting people nationwide and to 39 other countries through submarine cable. In 2010, América Móvil purchased 59.5% of Telmex shares.
PARENTCOMPANY Wal-martdeMéxico,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Retail
YEAROFFOUNDATION 1958
WEBSITE www.bodegaaurrera.com.mx BRANDVALUE US$3,091million
Bodega Aurrerá is a chain of supermarkets in Mexico, created for the lower-income sector of the population.
Its offer includes low prices, embodied in its brand cue ‘Mamá Lucha’, a masked luchadora who fights high prices and is constantly ‘struggling’ to make it to the end of the month. Bodega Aurrerá is one of the fastest growing business units of Walmart de México, partly because of its ability to create more flexible store formats such as ‘Mi Bodega’ in small cities, and ‘Bodega Aurrerá Express,’. This latter format is an interesting price-convenience offer that brings high turnover lines to urban locations which competitors using bigger formats find more difficult to reach.
102
103