Page 52 - BrandZ Top 50 Most Valuable Latin American Brands 2015

MEXICO
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY Grupo Salinas SA de CV HEADQUARTERS Mexico City
INDUSTRY Banks
YEAR OF FOUNDATION 2002
WEBSITE www.bancoazteca.com.mx BRAND VALUE US $1,533 million
Back in 2002, Banco Azteca was created to serve the needs of the low- income segment.
The bank began by issuing credit only and has diversified its products since. Today it is the bank that issues the highest volume of personal credit – in 2014 it issued over 60% of the total volume in Mexico. The strength of Banco Azteca is based on almost 60 years of credit experience at Grupo Elektra, its holding company that
was founded in 1950. Banco Azteca currently operates through Grupo Salinas’ Stores: Elektra, Salinas & Rocha and Bodega de Remates which together account for more than 3,762 direct customer touchpoints. Recent efforts point towards targeting the middle class with very specific products, and
a higher relevance of digital technology in its offer. This sets a challenge for a brand that is positioned as serving the low-income segment, but being a strong brand with customer service expertise provides a strong foundation.
PARENTCOMPANY Cemex,SABdeCV HEADQUARTERS Monterrey INDUSTRY Cement YEAROFFOUNDATION 1906
WEBSITE www.cemex.com BRANDVALUE US$3,039million
Cemex is a leader in the production and marketing of concrete, cement and other building materials.
Cemex is a well known name not only in Mexico, where it has over 100 years of history, but also in the rest of the world. Cemex was a local brand that became global, and has been involved in projects around the world: tunnels in America, highways in Asia, social housing in South America. As a company, it is making efforts to become a more
agile competitor capable of meeting the growing demand for housing and infrastructure all over the world during the next four decades.
PARENTCOMPANY GrupoBimbo,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Food&Dairy YEAROFFOUNDATION 1943
WEBSITE www.grupobimbo.com BRANDVALUE US$2,795million
Bimbo is a brand of huge tradition and heritage with a presence in the Mexican market dating back to 1943.
Bimbo’s bakery products are common features in the diet of many families in Mexico. The image of the Bimbo bear and the slogan ‘with love as always’ are widely known by consumers, and their products reach almost every store in Mexico through an excellent distribution network. Bimbo also
has a significant presence abroad as
a result of the expansion of Grupo Bimbo and its portfolio of over 10,000 products to 22 countries.
PARENTCOMPANY ElPuertodeLiverpool,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Retail
YEAROFFOUNDATION 1847
WEBSITE www.liverpool.com.mx BRANDVALUE US$2,557million
Liverpool is a brand of department stores offering clothing and homewares.
As a brand, its aim is to have people perceive it as a “part of their lives”. In order to get closer to consumers, it has expanded to cover a huge area of the Mexican territory, innovating with store formats that coexist with shopping centers and malls. This is because Liverpool not only operates its stores, but also controls their construction so that it can create appealing formats.
Its income also comes from the lease of premises and financial leases from loans granted to consumers.
PARENTCOMPANY GrupoFinancieroBanorte, SAB de CV
HEADQUARTERS MexicoCity
INDUSTRY Banks
YEAROFFOUNDATION 1947 WEBSITE www.banorte.com BRANDVALUE US$2,207million
Banorte is a brand that has become stronger in recent years, reflecting their slogan ‘The strong bank of Mexico’.
Banorte is a part of Grupo Financiero Banorte, a Group that successfully completed mergers and acquisitions to become the third largest bank in the Mexican financial system based on the size of deposits and credits granted.
But beyond such strategic movements, this bank (which started operations in 1947 but was created in 1899 with the organization of ‘Banco Mercantil del Norte’), has received various accolades, among which the 2013 Best Commercial Bank awarded by World Finance and The Banker stands out.
PARENT COMPANY Grupo Financiero Inbursa, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Banks
YEAR OF FOUNDATION 1992 WEBSITE www.inbursa.com BRAND VALUE US $1,940 million
Banco Inbursa, previously known as Inversora Bursátil, was formally created in September 1992.
This was as a result of the government authorizing the creation of new banks
in order to promote competition in the financial sector. It is a company of Grupo Financiero Inbursa, which was created in 1985. Other subsidiaries of the Group include Seguros Inbursa, purchased in 1984 when they were known as Seguros México. Services offered by the Group include: investment services, insurance, credit, transportation and pensions.
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