Page 54 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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MEXICO
BRAND STORIES
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
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PARENT COMPANY Grupo Palacio de Hierro, SAB de CV
HEADQUARTERS Mexico City
INDUSTRY Retail
YEAR OF FOUNDATION 1891
WEBSITE www.palaciodehierro.com.mx BRAND VALUE US $585 million
Palacio de Hierro has been in Mexico for 125 years and offers some of the world’s most valuable luxury brands, such as Louis Vuitton, Gucci and Prada.
From its early days it has been known for its exclusive products, and is responsible for putting an end to the practice of bargaining which was common in the late nineteenth century in Mexico. In 1995, Palacio de Hierro created its slogan “Soy Totalmente Palacio”; a phrase which has found a place in pop culture in the country. Describing itself as more than a department store, it considers itself a lifestyle trend-setter for a sophisticated audience. The brand also has a commercial, credit and real estate division, and a multi-channel approach to e-commerce.
PARENTCOMPANY CerveceríaCuauhtémoc Moctezuma, SA de CV
HEADQUARTERS Monterrey
INDUSTRY Beer
YEAROFFOUNDATION 1899 WEBSITE www.sol.com.mx BRANDVALUE US$800million
“El Sol” was first launched in 1899 as a popular beer for the working class.
In 1912 the brand was acquired by Cervecería Moctezuma and its name changed simply to Sol. In 1980 it began its successful internationalization in the United Kingdom, and continued its expansion to more than 50 countries in Latin America, Europe, Asia and
the Middle East. Its brand portfolio comprises several sub-brands such as: Sol, Sol Cero (first beer to be declared as non-alcoholic in Mexico), Sol Clamato (beer with tomato juice) and Sol Limón (beer with lemon and salt). Sol’s marketing activities have focused on sponsoring Mexican soccer clubs since 1993, but recently it has also ventured into music festivals.
PARENTCOMPANY GrumaSABdeCV HEADQUARTERS Mexico City INDUSTRY Food & Dairy
YEAR OF FOUNDATION 1949
WEBSITE www.gruma.com BRAND VALUE US $710 million
Maseca is Mexico’s leading corn flour brand – the base ingredient for tortilla, one of the country’s food staples.
The brand was launched following Gruma’s foundation of the first nixtamal flour facility in the world, in 1949. Beyond its home territory, Maseca is also an important player in European, African and Middle Eastern corn grits markets. The brand has been built upon superior quality and the omnipresence of the tortilla across the nation.
PARENTCOMPANY ImpulsoradelDesarrolloy Empleo Industrial, SAB de CV HEADQUARTERS MexicoCity
INDUSTRY Industrial
YEAROFFOUNDATION 2005 WEBSITE www.ideal.com.mx BRANDVALUE US$666million
IDEAL’s aim is to promote the creation and fast development of physical infrastructure and human capital in Latin America.
IDEAL was established in 2005 when
it was separated out from Grupo Financiero Inbursa. In that same year
it was listed on the Mexican Stock Exchange. Its principal activities include the identification, assessment, financial structuring, implementation and operation of long-term infrastructure projects. To date, IDEAL has worked
on development projects for highways, electricity generation, water treatment, and multimodal terminals.
PARENTCOMPANY GrupoLala,SABdeCV HEADQUARTERS Durango
INDUSTRY Food&Dairy YEAROFFOUNDATION 1949
WEBSITE www.lala.com.mx BRAND VALUE US $639 million
Grupo Lala is a company devoted to the production and marketing of milk and other dairy products.
Born from a small group of milk producers, Grupo Lala now has 18 plants nationwide and 165 distribution centers, delivering products to more than 500,000 points of sale. It also has production plants abroad, in Guatemala and the United States. The main focus of communication by the Group is on its huge portfolio of healthy products. Marketing propositions are built around taking care of those you love with slogans such as “It is so nice to watch them grow”. Grupo Lala joined the Mexican Stock Exchange in 2013.
PARENTCOMPANY GrupoElektra,SABdeCV HEADQUARTERS Mexico City
INDUSTRY Retail
YEAR OF FOUNDATION 1950
WEBSITE www.grupoelektra.com.mx BRAND VALUE US $629 million
Elektra is a part of Grupo Elektra, founded in 1950 as a company devoted to the manufacture of radio transmitters.
In 1957 it started operations as a marketing business, opening its first Elektra store. This remains one of the current business units in the group, together with its sister brand Salinas
y Rocha. This brand has 990 stores in Mexico and 199 in Central and South America. Since Elektra targets low-to- middle class segments in LatAm, each one of its 1,244 branches includes a Banco Azteca, aimed at offering their clients a financial institution that meets their specific needs. Elektra offers products such as electronics, white goods, domestic appliances, furniture, motorcycles, tires, mobile phones, computers, money wire transfers and extended guarantees. In late 2013, Grupo Elektra completed its latest purchase, Blockbuster de Mexico SA de CV, with Elektra becoming the affiliate in charge of handling all 293 Blockbuster stores.