Page 53 - BrandZ Top 50 Most Valuable Latin American Brands 2015

MEXICO
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
13 14 15
16 17 18
PARENTCOMPANY FomentoEconómico Mexicano, SAB de CV
HEADQUARTERS Monterrey
INDUSTRY Retail
YEAROFFOUNDATION 1978 WEBSITE www.oxxo.com BRANDVALUE US$1,411million
Oxxo is currently the largest chain of stores in Latin America, over 12,850 stores serving almost 9 million of buyers per day.
Oxxo is owned by FEMSA, the
largest Coca-Cola bottling company worldwide. It was founded in Monterrey in 1978 with the purpose of promoting the products manufactured by Cervecería Cuauhtémoc Moctezuma. In 1994 it was consolidated as a separate unit independent of the beer company. In 2009, the brand was established in Colombia. Oxxo as a brand is focused on building the country’s convenience store par excellence: not only does
it sell everyday products but has expanded its portfolio to services such as bus tickets and cellphones.
PARENTCOMPANY BancoNacionaldeMéxico, SA de CV (subsidiary of Citigroup Inc.) HEADQUARTERS MexicoCity
INDUSTRY Banks
YEAROFFOUNDATION 1884 WEBSITE www.banamex.com BRANDVALUE US$1,236million
Banamex is the Mexican bank of tradition but was also an early pioneer of online banking in Mexico.
Created in 1884 when Banco Nacional Mexicano and Banco Mercantil Mexicano merged, it was the first bank to issue banknotes in Mexico. In 1926 it became a financing entity, and established the first branch of a Latin American bank
in New York. In 1982 it was nationalized by presidential order, and remained in that situation for nine years. In 2002
it became a subsidiary of Citigroup,
and that same year the products and services of Citibank and Banca Confía were merged. In recent years it launched products that revolutionized the
market, such as Superservicio Banamex, Tarjetahabiente Cumplido, Cuenta Básica Banamex and Mi Cuenta Banamex.
PARENTCOMPANY CerveceríaCuauhtémoc Moctezuma, SA de CV (subsidiary of Heinkenen International NV)
HEADQUARTERS Monterrey
INDUSTRY Beer YEAROFFOUNDATION 1944 WEBSITE www.tecate.com.mx BRANDVALUE US$1,197million
Tecate was born in 1944 in the City of Tecate, in the Mexican state of Baja California.
In 1954 Cervecería Cuauhtémoc Moctezuma, a subsidiary of FEMSA (the largest Coca-Cola bottling company worldwide) purchased it. The brand
is characterized by innovation in its product presentation – it was the first company to use cans for packaging beer in Mexico. Its communication strategy is focused exclusively on male audiences, which completely differentiates it within the category. Its slogan “For you”, is well known. Tecate has focused its efforts on increasing its presence in sports, including big boxing events, and it is a sponsor for FC Barcelona.
PARENTCOMPANY GrupoSanborns,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Retail
YEAROFFOUNDATION 1903
WEBSITE www.sanborns.com.mx BRANDVALUE US$1,107million
Sanborns has grown from a single pharmacy into a large department store chain.
Sanborns is not only a restaurant and bar, but its selling space also includes
a wide variety of departments such as jewelry, bakery, book store, electronics, and pharmacy, among others. Founded in 1903 as a small pharmacy, the format first expanded through adding a soda fountain in 1918. It opened its first branch (La Casa de los Azulejos – a building that even became a tourist attraction in Mexico City because
of its architecture) in 1919. It was acquired in 1985 by Grupo Carso, and in 1999 Grupo Sanborns was created, connecting Saborns to brands such as Sears, iShop and Mix Up. In 2007 the Group was removed from listings in the Mexican Stock Exchange, but joined again in February 2013.
PARENTCOMPANY GrupoBimbo,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Food&Dairy YEAROFFOUNDATION 1954
WEBSITE www.marinela.com.mx BRANDVALUE US$1,042million
Marinela was created in 1954,
initially as a bakery with the aim of incorporating pastries into the Mexican daily diet.
With this mission in mind, ‘Gansito’
was created as the first industrially manufactured pastry in Mexico.
Gansito was so successful that when Bimbo purchased Marinela, the latter maintained an exclusive distribution means for its star product. But Gansito is far from being the only star in Marinela’s portfolio, it has many widely appealing options. In 1980 the brand expanded to the United States, and in 1992 entered the South American market.
PARENTCOMPANY OrganizaciónSoriana,SABdeCV HEADQUARTERS Monterrey
INDUSTRY Retail
YEAROFFOUNDATION 1905
WEBSITE www.soriana.com BRANDVALUE US$958million
Soriana started in 1905 as a business that only sold fabric, until 1958 when it incorporated a self-service store.
The brand continued to grow but only in the northern area of Mexico until the 90s, when the decision was made to start operations in the central area of the country. By 2000 there were 100 stores nationwide, and new formats were created for the brand during
that decade: the City Club price club and Super City convenience stores. In 2007, leasing rights were purchased from Gigante for over 200 stores. In early 2015, they agreed to purchase 160 stores from competitor Comercial Mexicana. Soriana currently has over 670 stores countrywide.
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