Page 55 - 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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28 29 30
PARENTCOMPANY GrupoModelo,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Beer
YEAROFFOUNDATION 1935
WEBSITE www.gmodelo.com BRANDVALUE US$555million
Victoria beer was first produced in 1865 by Compañía Cervecera Toluca y México, which was purchased in 1935 by Grupo Modelo.
This Vienna-style beer is the longest standing in the portfolio of Grupo Modelo (over 150 years). Particularly popular in the regions of central and southern Mexico, it has also been successfully exported to the United States since 2010. Victoria has in recent years re-defined its target market; previously considered a beer for the lower-middle class, now its communication efforts are focused on young and middle-upper class adults.
PARENTCOMPANY GrupoModelo,SABdeCV HEADQUARTERS Mexico City
INDUSTRY Beer
YEAR OF FOUNDATION 1925
WEBSITE www.gmodelo.com BRAND VALUE US $510 million
Another beer brand from Grupo Modelo, León positions itself as a young alternative to more ‘adult’ and established brands.
Born in Yucatan, León has won important market share elsewhere in the country. It has been leveraging its positioning by associating itself with young and urban cultures, especially through music and music festivals. This is an important trend in the market that has pushed brands to participate in ever-more branded environments and experience-led marketing efforts.
PARENTCOMPANY GrupoModelo,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Beer
YEAROFFOUNDATION 1925
WEBSITE www.gmodelo.com BRANDVALUE US$507million
Produced since 1900 in Mazatlán, an important port on the Mexican northwestern coast, Pacifico is another brand from Grupo Modelo’s brand portfolio.
Pacífico is particularly strong in the Mexican northern states where it has aimed at building a more friend-oriented and relaxed brand image through campaigns that focus heavily on its distinctive taste and its freshness.
PARENTCOMPANY GrupoAeroméxico,SABdeCV HEADQUARTERS MexicoCity
INDUSTRY Airlines
YEAROFFOUNDATION 1934
WEBSITE www.aeromexico.com BRAND VALUE US $475 million
Originally a government owned company, Aeroméxico began operations in 1934. Today, it is the country’s leading airline.
A founding partner of SkyTeam (a global airline alliance), Aeroméxico operates the largest network of routes in Mexico. It provides more than 616 daily flights, flying to 44 domestic and 35 international destinations from the country. The brand focuses primarily on the needs of business travelers
by aiming at providing a high quality flying experience. Aeroméxico seeks to continue its leadership in the market through its strengths: an integral offering for business passengers, a vast flight connectivity, attractive strategic alliances and a young, flexible and modern fleet.
PARENTCOMPANY GrupoBimbo,SABdeCV HEADQUARTERS Mexico City
INDUSTRY Food & Dairy
YEAR OF FOUNDATION 1971
WEBSITE www.tiarosa.com.mx BRAND VALUE US $469 million
Tía Rosa is one of the key brands of Grupo Bimbo and specializes in iconic sweet bread and products such as Tortillinas Tía Rosa.
Founded in 1971, this brand has managed to generate relevance through a clear promise built around the taste of homemade products. Tía Rosa marked a milestone in Mexico’s food industry when in 1976 it installed the first
wheat flour tortilla-making machine. The brand is known for reinterpreting recipes from the country’s rich baking tradition, such as Banderillas, Doraditas and Orejas, and giving them their own particular stamp. This, together with a strong distribution network, has made Tía Rosa one of the key players in the landscape of Mexican food.
PARENTCOMPANY Wal-MartdeMéxico,SABdeCV HEADQUARTERS Mexico City
INDUSTRY Retail
YEAR OF FOUNDATION 1960
WEBSITE www.superama.com.mx BRAND VALUE US $462 million
Superama is the premium store format of Wal-Mart de México, focused on offering quality, convenience and service to consumers.
Superama takes advantage of the medium size of their premises to be located close to urban consumers, offering carefully selected products. Superama showed its innovative streak when it developed its phone app and internet sales in response to changing shopping trends.