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Brazil Brand Stories

 

1.         Skol

 

Parent Company: Companhia de Bebidas das Américas – AmBev

Headquarters: São Paulo, São Paulo State

Industry: Beer

Year of foundation: 1964

Website: www.skol.com.br 

Brand Value: $8,263 million USD

 

Skol is Brazil’s most popular beer. Its marketing emphasizes enjoyment of life and appeals especially to young people.

 

The brand, launched in 1964 in Europe and in 1967 in Brazil, has been the pioneer in innovation in the country. In 1971 Skol was the first canned beer in the market, in 1989 it launched the first aluminum can and in 1993 the long neck bottle.

The logo Skol has undergone some changes over time, assuming a round image literally to follow the positioning and brand concept. Changes in the last symbol of the "round" (represented by an arrow) ended up being incorporated in the letter of the brand name.

Its brand positioning is focused in young people: Skol has promoted various music festivals throughout Brazil, which has strengthened the brand in this segment.

Since 1988 Skol has been the beer market leader in Brazil.

 

 

 

2.         Bradesco 

 

Parent Company: Banco Bradesco SA

Headquarters: Osasco, São Paulo State

Industry: Financial Institution

Year of foundation: 1943

Website: www.bradesco.com.br 

Brand Value: $7,018 million USD

  

Bradesco, with the acquisition of HSBC operations in Brazil, became the second largest private bank in terms of total assets in Brazil and the world’s thirty-third largest bank in market capitalization in 2017.

 

In terms of high income - where Bradesco always had low presence - after the acquisition of HSBC the bank surpassed Itaú.

Bradesco offers online banking, insurance, pension plans, credit card services, savings bonds, and personal and commercial loans. The bank continues with its strategy to become Brazil’s most accessible bank mainly through own branches around the country, and intends to reach potential new customers among the country’s rising middle class. Bradesco pioneered the sale of insurance and pension plans through its subsidiary Bradesco Seguros.

 

3.         Itaú

 

Parent Company: Itaú Unibanco Holding

Headquarters: São Paulo, São Paulo State

Industry: Financial Institution

Year of foundation: 1945

Website: www.itau.com.br 

Brand Value: $6,198 million USD

  

Itaú is the Brazilian largest private bank in terms of total assets, the largest financial conglomerate in the Latin America and the world’s twenty-third largest bank in terms of market value in 2014.

 

Established 90 years ago, Itaú evolved to its current size as a result of the 2008 merger of Banco Itaú and Unibanco. The bank, which operates in South America, Europe, Asia and the United States, has almost 4.200 branches and almost 28,000 ATMs in Latin America. Following the merger, Itaú is building on a reputation for innovation and efficiency, emphasizing personal service with the tagline Feito para Você (Made for You). It also intends to attract new customers from Brazil’s rising middle class, by offering credit cards to individuals who, until now, lacked access to bank credit.

 

4.         Brahma

 

Parent Company: Companhia de Bebidas das Américas – AmBev

Headquarters: São Paulo, São Paulo State

Industry: Beer

Year of foundation: 1888

Website: www.brahma.com.br 

Brand Value: $4,478 million USD

 

Brahma is well known for its innovative and witty advertising that relies heavily on sex appeal.

 

Brazil’s second-largest beer in market share (after Skol), Brahma is marketed in a total of 31 countries. Founded in 1888 by Companhia Cervejaria Brahma, the brand is owned by AB InBev, the world’s largest brewer.

Brahma launched in 2007 the Brahma Fresh in the Northeast region, in order to compete with low-price beers. In 2016 Brahma Fresh has become Brahma Refresh.

 

5.         Globo

  

Parent Company: Grupo Globo

Headquarters: Rio de Janeiro, Rio de Janeiro State

Industry: TV Station

Year of Foundation: 1965

Website: www.redeglobo.globo.com/ 

Brand Value: $4,318 million USD

 

TV Globo is the largest commercial TV network in South America and the fourth in the world.

 

At the age of 60, Roberto Marinho inaugurated TV Globo. In 1965, the channel 4 of Rio de Janeiro was aired. Since then, TV Globo has expanded its reach in the country with the inauguration of four more broadcasters and the association of affiliates. TV Globo's production standard has become a worldwide reference with a modern studio complex as well as offices in several countries. Currently, Rede Globo's signal reaches 98% of Brazilian municipalities.

6.         Antarctica

  

Parent Company: Companhia de Bebidas das Américas – AmBev

Headquarters: São Paulo, São Paulo State

Industry: Beer

Year of foundation: 1885

Website: www.antarctica.com.br 

Brand Value: $2,977 million USD

 

Antarctica is a leading Brazilian beer and soft drink.

 

Launched in 1885 in São Paulo, Antarctica adopted the image of two penguins as its logo in 1935. It continues to symbolize the brand. Antarctica beer is positioned as “the beer for the good moments of life.” Antarctica’s most popular soft drink is a soda called Guaraná Antarctica made from the tropical guaraná berry. In 1999, Antarctica combined with Brazil’s other large beer brand, Brahma, to form AmBev, which subsequently joined with Belgium’s Interbrew, becoming the world’s largest beer marketer, now called AB InBev.

 

7.         Bohemia

 

Parent Company: Companhia de Bebidas das Américas – AmBev

Headquarters: São Paulo, São Paulo State

Industry: Beer

Year of foundation: 1853

Website: www.bohemia.com.br 

Brand Value: $1,605 million USD

  

Bohemia is a leading premium beer in Brazil.

 

Established in 1853, Bohemia enjoys the distinction of being the oldest beer brand in Brazil as well as the leader in the premium segment, thanks to a strategy of limiting distribution to select locations and introducing limited edition offers. The Bohemia brand is available in four variations, including wheat and dark beers.

Bohemia was acquired by fellow Brazilian brewer Antarctica Paulista in 1961. The brand became part of an even larger brewer in 1999 when Antarctica Paulista and Brahma brewery merged to created Ambev. Then in 2004, Belgium-based InterBrew acquired a majority interest in AmBev to form a new global brewing giant known as InBev. In 2008 Bohemia became part of a still larger company known as Anheuser-Busch InBev.

 

8.         Sadia

 

Parent Company: BRF – Brasil Foods SA

Headquarters: Itajaí, Santa Catarina State

Industry: Food

Year of foundation: 1944

Website: www.sadia.com.br 

Brand Value: $1,469 million USD

 

Sadia is a leading producer of processed and frozen foods such as hamburger patties and pizza. It exports to more than 65 countries.

 

Founded in 1944 and listed on the stock market in 1971 as Sadia Concórdia SA Indústria e Comércio, Sadia also produces dairy products and serves both consumers and commercial customers, including fast-food chains. Sadia is part of BRF - Brasil Foods SA, a public company formed in 2009 by the merger of Sadia with another food giant, Perdigão. Exporting activities began in the 1970s with the sale of frozen halal-certified chicken to the Middle East.

 

9.         Ypê

 

Parent Company: Química Amparo

Headquarters: Amparo, São Paulo State

Industry: Home Care

Year of foundation: 1950

Website: http://www.ype.ind.br 

Brand Value: $1,399 million USD

  

Ypê is a leading brand in hygiene and cleaning products.

 

The Ypê brand belongs to Química Amparo, which business activities began in Amparo, countryside of São Paulo State, in 1950. In this community, it begun to produce the traditional Sabão in Barra Ype (Ypê soap bar). Under the leadership of the founder Waldyr Beira, the company developed and begun exporting to other countries. In 2017 Ypê held 12,5% of market share in Brazil.

 

10.  Natura

 

Parent Company: Natura Cosméticos SA

Headquarters: Itapecerica da Serra, São Paulo State

Industry: Cosmetics

Year of foundation: 1969

Website: www.natura.com.br 

Brand Value: $1,350 million USD

 

Natura is Brazil's leading manufacturer and marketer of cosmetics.

 

Formed in 1969 and first publicly traded in 2004, Natura has used a direct sales approach for more than 30 years, and now has more than 1,5 million of sales representatives (“consultants”) in Argentina, Australia, Brazil, Chile, Colombia, United States, France, Mexico, Peru and Venezuela. One of the first cosmetics companies to market natural and environmentally friendly products, Natura has a reputation for social responsibility. The company is also known for its emphasis on research and development and its use of ordinary people rather than supermodels in its advertisements.

 

11.  Ipiranga

  

Parent Company: Ultrapar Participações SA

Headquarters: São Paulo, São Paulo State

Industry: Retail

Year of foundation: 1937

Website: www.ipiranga.com.br 

Brand Value: $1,265 million USD

 

Ipiranga is Brazil’s largest private fuel distribution company, with a network of approximately 7,100 service stations.

 

Ipiranga is a brand well known among Brazilians with the slogan “Passionate about car like every Brazilian” (in Portuguese” Apaixonados por carro, como todo brasileiro”).

After expanding in rural Brazil during the 1960s and 70s, Ipiranga became a national brand through its acquisition of Atlantic in 1993. In 2008, Grupo Ultra bought both Ipiranga (in most regions), and Texaco, as Chevron was known in Brazil, and began to consolidate the gas stations under the Ipiranga brand. Because the brand name enjoys strong equity, it plays a role in swaying consumer decisions in a highly commoditized category where convenience is often the key driver.

12.  Embratel

 

Parent Company: América Móvil

Headquarters: Rio de Janeiro, Rio de Janeiro State

Industry: Communication Providers

Year of foundation: 1965

Website: www.embratel.com.br 

Brand Value: $1,140 million USD

 

Embratel is one of the largest telecommunications operators in Brazil.

 

Embratel has a modern network with more than 71 thousand kilometers of fiber optic cables, 1 million kilometers of routes, 17.5 thousand kilometers of submarine cables and 16 thousand kilometers of radio routes. In addition, the company has five data centers and nine satellites, making it the largest satellite company in the Latin American region. In 2004, the group America Movil acquired control of Embratel Participações S.A.

 

13.  Lojas Americanas

  

Parent Company: Lojas Americanas SA

Headquarters: Rio de Janeiro, Rio de Janeiro State

Industry: Retail

Year of foundation: 1929

Website: www.lojasamericanas.com.br 

Brand Value: $1,025 million USD

 

Lojas Americanas operates a national chain of discount department stores and an e-commerce channel.

 

One of Brazil’s largest non-food retailers, Lojas Americanas sells over 60,000 items in categories including apparel, health and beauty, home furnishings, and toys. With distribution centers in São Paulo, Rio de Janeiro, and Recife, the company has more than 1300 stores in Brazil as well as an online presence. The brand has a long heritage in Brazil—it was established in 1929—and is popular with both low and high-income groups.

 

14.  Net

 

Parent Company: América Móvil

Headquarters: São Paulo, São Paulo State

Industry: Communication Providers

Year of foundation:  1991

Website: www.netcombo.com.br 

Brand Value: $939 million USD

 

Net is the largest convergent cable operator in Latin America.

 

With presence in more than 200 major cities and metropolitan regions Brazil, it offers services packages that bring together pay TV, broadband, landline and mobile telephony. NET is a leader in pay-TV and broadband in Brazil. It also leads the growth of fixed telephony, with the operator receiving the most ported numbers from other operators.

 

15.  Porto Seguro

 

Parent Company: Porto Seguro SA

Headquarters: São Paulo, São Paulo State

Industry: Insurance

Year of foundation: 1945

Website: www.portoseguro.com.br 

Brand Value: $922 million USD

 

One of Brazil's leading insurance companies, Porto Seguro offers a comprehensive portfolio of insurance products.

 

With products spanning vehicle, health, casualty, life and personal injury insurance, Porto Seguro offers policies to individuals, families, companies, and governmental agencies in Brazil and Uruguay through direct and indirect subsidiaries. Since the company established an alliance with Itaú in August 2009, Porto Seguro products has been available at the bank’s branches. One of Brazil's leading companies in the segment, Porto Seguro offers a comprehensive portfolio of insurance products.

16.  Vivo

  

Parent Company: Vivo Participações SA

Headquarters: São Paulo, São Paulo State

Industry: Communication Providers

Year of foundation: 2003

Website: www.vivo.com.br 

Brand Value: $874 million USD

 

Vivo is the largest telecommunications company in Brazil, with over 97,2 million users, with more than 97.6 million accesses - 73.3 million in mobile business, in which it holds the largest market share (30.9% - September/17), and 23.9 million in the fixed business.

 

As the result of a joint venture between Telefónica, the Spanish telecommunications provider, and Portugal Telecom (PT), Vivo invests heavily in advertising to deliver its message, “Best coverage in Brazil.” In 2010, Telefónica bought PT’s shares, and Vivo started to be the brand for phone, TV, and Internet communication.

 

 

17.  Renner

 

Parent Company: Lojas Renner SA

Headquarters: Porto Alegre, Rio Grande do Sul State

Industry: Retail

Year of foundation: 1912

Website: www.lojasrenner.com.br 

Brand Value: $820 million USD

 

Renner is Brazil's largest fashion retailing.

 

It expanded rapidly during the past few years following a public offering in 2005, when the US department store JC Penney divested its interest. Lojas Renner now operates around 260 stores all over Brazil. The organization began in 1912 as AJ Renner, a retailer specializing in outdoor gear for gauchos in rural areas. The style became popular with city customers. The company transformed into a department store retailer, with an expanded range, during the 1940s. It was renamed Lojas Renner in 1965 and became publicly traded in 1967. In 2017 Renner made its first operation outside Brazil, in Uruguay. Today it has more than 500 stores.

 

18.  Caixa

  

Parent Company: Caixa Econômica Federal

Headquarters: Brasília, Federal District

Industry: Financial Institution

Year of foundation: 1861

Website: www.caixa.gov.br 

Brand Value: $790 million USD

 

Caixa is a 100% public company and plays a key role in the country's urban development and social justice.

 

The bank was created in 1861 and it is the responsible for various benefits payments provided by the law, such as unemployment insurance. In addition, it supports numerous artistic, cultural, educational and sports activities. In Brazil, Caixa is leader in mortgage and it is the third largest bank in terms of assets.

 

19.  Petrobras

 

Parent Company: Petróleo Brasileiro SA

Headquarters: Rio de Janeiro, Rio de Janeiro State

Industry: Energy

Year of foundation: 1953

Website: www.petrobras.com 

Brand Value: $788 million USD

  

Petrobras is Latin America's largest company in market value.

 

Controlled by the Brazilian government, Petrobras is publicly traded and operates in 28 countries. The brand is highly regarded for its deep-sea exploration and is credited with enabling Brazil to achieve energy self-sufficiency. The company also operates oil refineries and a network of gas stations. This national presence contributes to the brand’s stature in Brazil, which is also enhanced by its reputation for social responsibility and high-profile sponsorships of sporting and cultural events. Since 2014 the company has suffered problems with falling oil prices, exchange rate depreciation and corporative governance.

 

20.  Pao de Açúcar

 

Parent Company: Grupo Pão de Açúcar

Headquarters: São Paulo, São Paulo State

Industry: Retail

Year of foundation: 1948

Website: www.paodeacucar.com.br 

Brand Value: $768 million USD

 

Pão de Açúcar is a neighborhood supermarket with focus in the social classes AB.

 

Pão de Açúcar is part of the giant retail conglomerate Group Pão de Açúcar, which began as a pastry shop in 1948 and now includes more than 185 stores, Pão de Açúcar is known for quality, innovation, and strong customer service. The chain enjoys high levels of shopper loyalty, and was among the first supermarkets to offer imported products during the 1990s.

 

21.  Vale

 

Parent Company: Vale SA

Headquarters: Rio de Janeiro, Rio de Janeiro State

Industry: Mining

Year of foundation: 1942

Website: www.vale.com 

Brand Value: $767 million USD

  

Vale is among the largest mining companies in the world and is the largest producer of iron ore and nickel.

 

The company gains more than 50 percent of its revenue from iron ore. Diverse mining operations, including copper, bauxite, potash and aluminum, generate the balance of revenues. One of Brazil’s largest logistics companies, with railroads, ports and fleets of ships, Vale also operates in the electric energy sector, participating in several consortia and running nine hydroelectric plants. Originally government-owned, Vale became a private company in 1997.

22.  Drogasil

 

Parent Company: Raia Drogasil SA

Headquarters: São Paulo, São Paulo State

Industry: Drugstores

Year of foundation: 1935

Website: www.drogasil.com.br 

Brand Value: $757 million USD

 

Drogasil is the fourth largest retail drugstore by sales revenue in Brazil and operates 800 stores throughout Northeast, Southeast and Midwest regions.

 

The business has been a retailer of pharmaceutical healthcare, skin care and personal care products for the past 75 years. The brand belongs to Raia Drogasil S.A., the largest company in the pharmaceutical retail segment in the country.

 

23.  Amil

 

Parent Company: UnitedHeath Group

Headquarters: Rio de Janeiro, Rio de Janeiro State

Industry: Healthcare

Year of foundation: 1972

Website: www.amil.com.br 

Brand Value: $706 million USD

 

Amil is the largest provider of managed health care in Brazil.

 

From its beginnings in 1972 with the acquisition of Casa de Saúde São José (a small maternity clinic in the city of Duque de Caxias), Amil has expanded both organically and through strategic acquisitions and now has about five million members. The company provides medical plans for both individuals and businesses, and its network of providers includes more than 1,700 hospitals, 20,000 clinics and 6,500 laboratories. UnitedHealth Group, the giant Amercian healthcare, bought Amil operations in October 2012.

 

24.  Smiles

 

Parent Company: Smiles SA

Headquarters: Barueri, São Paulo State

Industry: Loyalty Programs

Year of foundation: 1994

Website: www.smiles.com.br 

Brand Value: $660 million USD

 

Smiles is a company engaged in the reward loyalty and commercial segment and was initially developed in 1994, as a mileage of Varig (a Brazilian airline company bankrupt in 2010).

 

Today is an independent business unit, created to administer, manage and operate exclusively The Smiles Program’s GOL Linhas Aéreas .

The company has partnerships with companies and various branches of the market providing benefits, products and services institutions, in addition to awards for air services. Smiles Program has over 12 million members and 150 air and non-air partners.

 

25.  Cielo

 

Parent Company: Cielo SA

Headquarters: Barueri, São Paulo State

Industry: Credit Cards

Year of foundation: 2009

Website: www.cielo.com.br 

Brand Value: $634 million USD

 

 

Cielo is the leader in persuading merchants to join a credit card network, and in handling the payment process.

 

Formed in 1995 by several financial organizations, including Visa International, Bradesco, Banco do Brasil, Banco Real and the now obsolete Banco Nacional, Cielo was initially known as Visanet. The company was renamed in advance of its initial public offering (IPO), which was one of the largest in Brazil’s history. In an industry challenged by deregulation, Cielo surpasses its competition in profitability thanks to its competitive pricing and its reputation for a high level of customer service.

26.  Schin 

  

Parent Company: Heineken

Headquarters: São Paulo, São Paulo State

Industry: Beer

Year of foundation: 1939

Website: www.schin.com.br 

Brand Value: $622 million USD

 

The Schin brand is one of the most consumed beer in the country, with strong and significant presence in São Paulo State and in the Northeast region.

 

The story began with a small and simple plant in 1939 in São Paulo. At that time the production was limited to produce soft drinks and only in 1989 started producing its first Pilsen beer, which was soon successful in the market. In 2011, the Japanese Kirin Holdings acquired Schincariol Group. In 2017 Kirin Holdings sold its Brazillian operation to Heineken.

Today its product line consists of beer, draft beer, soft drinks and mineral water, which are distributed throughout Brazil, as well as several countries of Mercosur, Asia and Europe.

 

27.  Magazine Luiza

 

Parent Company: Magazine Luiza SA

Headquarters: São Paulo, São Paulo State

Industry: Retail

Year of foundation: 1957

Website: www.magazineluiza.com.br 

Brand Value: $609 million USD

 

Magazine Luiza is one of Brazil's largest appliance retailers.

 

The chain focuses on serving the nation’s low-to-middle income consumers. It employs more than 20,000 people and operates a network of more than 740 stores. The company’s stores are located in 16 Brazilian states and supported by a network of eight distribution centers.

Magazine Luiza is one of the first companies to adopt the multichannel approach to retail one of the largest online retailer and an innovator in the use of social media to drive online sales.

 

 

28.  Iguatemi

 

Parent Company: Iguatemi Empresas de Shopping Centers

Headquarters: São Paulo, São Paulo State

Industry: Retail

Year of foundation: 1979

Website: www.iguatemi.com.br 

Brand Value: $595 million USD

  

Iguatemi is one of the largest shopping mal operators in Brazil.

 

The company designs, develops and operates regional centers throughout the country. Formed in 1979, the company initiated its shopping center activity with the acquisition of Construtora Alfredo Matias SA. The transaction included an owner ship interest in Iguatemi São Paulo, which was constructed in 1966 as the first shopping center in Brazil. The Company also developed the first shopping center in the Brazilian countryside—Iguatemi Campinas—and the first shopping center in the southern region of Brazil—Iguatemi Porto Alegre.

 

 

29.  Droga Raia

 Parent Company: Raia Drogasil S.A.

Headquarters: São Paulo, São Paulo State

Industry: Drugstore

Year of foundation: 1905

Website: www.drogaraia.com.br 

Brand Value: $ 589 million USD

 

Droga Raia is one of the largest retail drugstore by sales revenue in Brazil, with a strong presence in Southeast, Midwest and South regions throughout 730 stores.

 

The story began in 1905 with the opening of Pharmacia Raia in Araraquara City in the São Paulo State. At that time the company's founder created a relationship model focused on the human element, the pharmacist figure, who prepared by hand the prescribed medications.

The name DrogaRaia was officially adopted only in 1982.

In 2011, DrogaRaia and Drogasil reported a merger, becoming Raia Drogasil S.A., the largest company in the pharmaceutical retail segment in the country.

 

 

 

30.  Seara

 

Parent Company: JBS SA

Headquarters: São Paulo, São Paulo State

Industry: Food

Year of foundation: 1956

Website: www.seara.com.br 

Brand Value: $ 528 million USD

 

Seara is the Brazil’s largest exporter of pork meat.

 

The story begins in 1956 in the city of Seara City, in Santa Catarina (a estate of Brazil), with the inauguration of the first large fridge in the region. The expansion of business and investments in quality processes and products made ​​of Seara brand synonymous with quality in poultry and pigs "in natura" and processed.

Seara is controlled by JBS Group, world leader in processing of bovine, ovine meat and poultry and exports to over 27 countries around the world.

 

31.  Havaianas

 

Parent Company: São Paulo Alpargatas SA

Headquarters: São Paulo, São Paulo State

Industry: Fashion

Year of foundation: 1907

Website: www.havaianas.com 

Brand Value: $474 million USD

Havaianas produces the world's most recognizable flip-flop sandals.

 

It sells roughly 280 million pairs annually in over 100 countries. The company introduced the sandals in the early 1960s, adopting a Japanese design made from rice straw and producing it in rubber. With an emphasis on color and design, starting in early 1990, Havaianas transformed the shoes from inexpensive and utilitarian to fashion statements. Havianas has expanded its operations through brand franchise stores: currently there are 444 stores in all over the country.

 

 

32.  Casas Bahias

 

Parent Company: Grupo Pão de Açúcar

Headquarters: São Paulo, São Paulo State

Industry: Retail

Year of foundation: 1952

Website: www.casasbahias.com.br 

Brand Value: $472 million USD

  

A retail chain specializing in furniture and home appliances, Casas Bahia was acquired in December 2009 by Grupo Pão de Açúcar.

 

The acquisition positioned the company to benefit from spending by Brazil’s rising middle class. Since its establishment, in 1957, Casas Bahia has appealed to low-income customers with store credit and a reputation for quality and affordability. Since 2010 Casas Bahia has reached customers throughout Brazil, with more than 700 stores and a web presence.

 

33.  Netshoes

  

Parent Company: Netshoes

Headquarters: São Paulo, São Paulo State

Industry: E-commerce

Year of foundation:  2000

Website: www.netshoes.com.br 

Brand Value: $469 million USD

 

Netshoes is considered the largest e-commerce of sporting goods in the world.

 

The company was born in 2000 with the founding of Netshoes, a physical footwear store in the city of São Paulo. With two years of existence the store was launched on internet, expanding to sport and in 2007 it was decided to focus all the efforts on an exclusively online operation. Today, this virtual showcase has become the largest e-commerce articles with operations in Brazil, Argentina and Mexico. Netshoes offers over 40,000 sporting goods in more than 25 categories.

 

34.  CVC

 

Parent Company: CVC Turismo

Headquarters: Santo André, São Paulo State

Industry: Travel Agency

Year of foundation: 1972

Website: www.cvc.com.br 

Brand Value: $464 million USD

 

CVC is the largest tourism operator in Brazil and Americas.

 

CVC was founded in 1972 by two entrepreneurs in the tourism segment, Guilherme Paulus and Carlos Vicente Cerchiari (CVC acronym comes from the initials of this name), and it is based in the city of Santo André (near capital of São Paulo State).

Since then, CVC expanded its business into different fronts such as selling tourism packages with air transportation and exclusive chartering aircraft. CVC opened stores in malls, virtual stores, vessel chartering and even transatlantic. Today CVC has 1041 exclusive stores all over the country.

 

35.  Anhanguera

 

Parent Company: Kroton Educacional

Headquarters: Belo Horizonte, Minas Gerais State

Industry: Education

Year of foundation: 1993

Website: www.anhanguera.com 

Brand Value: $ 458 million USD

 

Anhanguera Educacional is one of Brazil's largest private education companies.

 

Founded in 1994 by a group of professors, Anhanguera Educacional Participações provides post-secondary education to prepare individuals for productive roles in Brazil’s fast-developing economy. Anhanguera has more than 73 campuses and hundreds of long-distance learning centers. In 2013 Anhanguera was acquired by Kroton Educacional, creating the world’s largest educational group with more than 900 thousand students.

 

36.  Localiza

 

Parent Company: Localiza SA

Headquarters: Belo Horizonte, Minas Gerais State

Industry: Car Rental

Year of foundation:

Website: www.localiza.com 

Brand Value: $437 million USD

  

Localiza operates the largest car rental network in Brazil.

 

It has 534 branches in 379 cities throughout Brazil and eight other countries in Latin America. The franchising of Localiza’s branches, which started in 1983, enabled the company to expand its operations beyond Brazil. Its total fleet is over 116,000 cars. Along with car rentals, Localiza is present in two related businesses: commercial leasing and used car sales. Localiza established its rental operations in 1973, with six used and financed Volkswagen Beetles in the city of Belo Horizonte.

 

 

37.  Odontoprev

  

Parent Company: Odontoprev SA

Headquarters: Barueri, São Paulo State

Industry: Healthcare

Year of foundation: 1987

Website: www.odontoprev.com.br 

Brand Value: $ 432 million USD

 

OdontoPrev is the largest dental benefits company in Brazil, with over 6,2 million members.

 

The organization develops dental plans for corporate, institutional and not-for-profit clients. The OdontoPrev network includes approximately 28,000 certified dentist of which roughly 16,000 are specialists and post-graduates, located in more than 2,500 cities throughout Brazil. To reach people in the underserved rising middle class, OdontoPrev recently launched an initiative to sell dental plans directly to consumers.

 

38.  Banco do Brasil

 

Parent Company: Banco do Brasil SA

Headquarters: Brasília, Federal District

Industry: Financial Institution

Year of foundation: 1808

Website: www.bb.com.br 

Brand Value: $425 million USD

 

Banco do Brasil is the oldest active bank in Brazil and one of the oldest financial institutions in the world. It is also the largest Latin American bank in terms of total assets (considering both SOE and private banks).

 

Banco do Brasil played an important role during the global financial crisis in 2008-2009, providing credit at affordable rates to small- and mediumsized companies. Founded in 1808 by Prince Regent João VI to fund the debt of a kingdom that included Portugal, Brazil, and the Portuguese colonies in Africa, Banco do Brasil is a publicly traded company that is controlled by the Brazilian government.

 

 

39.  B3

 

Parent Company: BM&F BOVESPA SA

Headquarters: São Paulo, São Paulo State

Industry: Stock Exchange

Year of foundation: 2008

Website: www.bmfbovespa.com.br 

Brand Value: $425 million USD

  

B3 is the leading stock exchange in Latin America and the fifth largest stock exchange in the world.

 

One of the largest stock exchanges in the world in terms of market value, former BM&F BOVESPA was created in 2008 through the integration of the Brazilian Mercantile & Futures Exchange (BM&F) with the São Paulo Stock Exchange. BM&F BOVESPA introduced stock investment to a wider popular audience while at the same time gaining credibility in the corporate segment with its record of successful IPOs. In 2017, the merger between BM&FBovespa and CETIP resulted in the company B3.

 

40.  Ypioca

 

Parent Company: Diageo

Headquarters: Fortaleza

Industry: Spirits

Year of foundation: 1846

Website: www.ypioca.com.br 

Brand Value: $413 million USD

 

Ypioca is a traditional producer of cachaça, a popular alcoholic drink in Brazil.

 

Dario Menezes founded the company when he arrived from Portugal in the year of 1843 in Fortaleza. In 1968 Ypioca began to export cachaça. In 2012 a British beverage company Diageo bought Ypióca.

 

41.  SBT

 

Parent Company: Grupo Silvio Santos

Headquarters: Osasco, São Paulo State

Industry: TV Stations

Year of foundation: 1981

Website: www.sbt.com.br 

Brand Value: $375 million USD

  

SBT is the second largest commercial TV in Brazil.

 

SBT was founded by Silvio Santos and emerged in 1981 after public competition by the federal government for the creation of two new television networks. Today, it reaches 97% of national coverage and it has over 6000 employees.

 

 

42.  Multiplus

 

Parent Company: Multiplus SA

Headquarters: São Paulo, São Paulo State

Industry: Loyalty Programs

Year of foundation: 2010

Website: www.multiplusfidelidade.com.br 

Brand Value: $344 million USD

  

Multiplus provides a network of loyalty programs across diverse business sectors.

 

The sectors include airlines, hotels, rental cars, retail, banking and gas stations. Multiplus members enjoy the flexibility of earning and redeeming points without restriction within the network. TAM Airlines formed the company in 2009 to expand and strengthen its own frequent flyer program. Besides TAM, the list of partnerships includes Oi (telecommunications), Livraria Cultura (bookstore), Accor (hotels), Peugeot (cars) and Apple (technology). Multiplus also provides services for managing, interconnecting and operating customer loyalty programs. Multiplus has currently almost 12.2 million participants.

 

43.  Extra

 

Parent Company: Grupo Pão de Açúcar

Headquarters: São Paulo, São Paulo State

Industry: Retail

Year of foundation: 1989

Website: www.extra.com.br 

Brand Value: $337 million USD

  

Extra is a multi-sector banner of Brazil's Grupo Pão de Açúcar, the second largest retail conglomerate in terms of revenues in 2017.

 

Extra operates about 306 stores including hypermarkets and supermarket, as well as pharmacies called Drogarias Extra, which are located within existing Extra outlets . The convenience store Minimercado Extra offers a limited selection of about 3,000 items. Similarly, the brand operates Extra gas stations at some retail locations. It runs home appliance stores as well, and is present online as Extra.com.br

 

44.  Perdigão

 

Parent Company: BRF – Brasil Foods SA

Headquarters: Itajaí, Santa Catarina State

Industry: Food

Year of foundation: 1934

Website: www.perdigao.com.br 

Brand Value: $331 million USD

  

The 2009 merger of Perdigão and Sadia into BRF, created the world's largest poultry company.

 

Perdigão is one of Brazil’s largest food producers, specializing in frozen and chilled products. Its range of about 3,000 items is distributed throughout Brazil and to more than 90 countries. The company’s scale enables it to pursue a low-cost producer strategy. Established in 1934, as Brandalise, Ponzonie & Cie, the company changed its name to Perdigão SA in 1958. It began exporting in 1975 and went public in 1980.

 

45.  Arezzo

 

Parent Company: Arezzo Indústria e Comércio SA

Headquarters: Campo Bom, Rio Grande do Sul State

Industry: Fashion

Year of foundation: 1972

Website: www.arezzo.com.br 

Brand Value: $327 million USD

  

Arezzo is a leading retailer of women's fashion footwear.

 

Two brothers, Anderson and Jefferson Birman, created the Arezzo brand 1972. Today Arezzo is Brazil’s leading retail brand of women’s fashion footwear and accessories. The brand focuses on high quality and contemporary designs and introduces about eight new collections annually. Currently Arezzo operates 525 brand franchise stores and 51 own stores. The Arezzo Company also markets under four other brands: Schutz, Anacapri, Alexandre Birman and Fiever. Including these brands, the company is present in more than 2,700 points of sale. An initial public stock offering last year on the Brazilian stock exchange raised capital to fund further store expansion.

 

46.  Fleury 

 

Parent Company: Fleury

Headquarters: São Paulo, São Paulo State

Industry: Healthcare

Year of foundation: 1926

Website: www.fleury.com.br 

Brand Value: $327 million USD

  

Fleury is one of the most respected medical and health organizations in Brazil.

 

Gaston Fleury Silveira founded the company in 1926 , initially as a clinical laboratory. From there, the company began providing medical services in the area of diagnostics, treatments and medical tests. In 2010, the company made 27 acquisitions in order to enter new regions, create a complementary mix of services and increase its knowledge base. Today Fleury is a part of Fleury Group, which has many laboratories within the Brazilian healthcare category. In 2015 Fleury Group sold 13% of its shares to Advent International.

 

 

47.  Bauducco

 

Parent Company: Pandurata Alimentos

Headquarters: São Paulo, São Paulo State

Industry: Food

Year of foundation: 1952

Website: www.bauducco.com.br 

Brand Value: $325 million USD

  

Bauducco is a traditional food producer in Brazil.

 

Founded in 1952 by Carlo Bauducco the company was, in the beginning, a small sugar factory in the neighborhood of Brás, in São Paulo. About 10 years later, Bauducco made its first big leap, with the inauguration of the factory in the city of Guarulhos, and the beginning of the industrial production of "Panettone Bauducco". The company currently has three industrial units located in Guarulhos and one in Extrema and produces more than 100 products, exporting to several countries. In 2004, after acquisition of several other companies, the group changed its name to Pandurata Alimentos.

 

48.  Totvs

 

Parent Company: Totvs SA

Headquarters: São Paulo, São Paulo State

Industry: Information Technology

Year of foundation: 1969

Website: www.totvs.com 

Brand Value: $313 million USD

  

Totvs is the largest provider of integrated information technology solutions and it is leader in Brazil and Latin America.

 

The company, known for its innovation and high level of customer service, traced its origins to a service bureau called SIGA (Sistemas Integrados de Gerência Automática Ltda, formed in 1969) and has been growing rapidly. In March 2006, in advance of an IPO, the company changed its name from Microsiga Software SA to TOTVS SA. Nowadays Totvs is the leader in ERP in Brazil, with 35% of market-share.

 

49.  Estácio

  

Parent Company: Estácio Participações S.A.

Headquarters: Rio de Janeiro, Rio de Janeiro State

Industry: Education

Year of foundation: 1970

Website: www.portal.estacio.br 

Brand Value: $313 million USD

 

Estácio is one of Brazil’s largest private-sector post-secondary groups in terms of number of students.

 

With a strong presence in almost the whole states of Brazil, Estacio has more than 530,000 students distributed in university centers and colleges, roughly 10 thousand teachers offering post-graduate courses (Bachelor and Bachelor), undergraduate and among other educational modalities. It is also known for offering Summer Courses open to the community in the months of July and January.

 

50.  Suvinil

 

Parent Company: BASF

Headquarters: São Paulo, São Paulo state

Industry: Painting

Year of foundation: 1961

Website: www.suvinil.com.br 

Brand Value: $292 million USD

  

Suvinil is a leader producer of home painting in Brazil.

 

Its history begins in 1961 with a small national plant of paint based on synthetic latex. Years later BASF bought it. Suvinil has over 40% of market share in Brazil and exports to other countries.

 

51.  Buscapé 

 

Parent Company:  Naspers

Headquarters: São Paulo, São Paulo State

Industry: Technology

Year of foundation: 1999

Website: www.buscape.com.br 

Brand Value: $284 million USD

  

Buscapé is a free search engine to compare prices and products in Brazil and Latin America, connecting consumers and sellers.

 

It is the largest free search engine in Latin America with approximately 60 million visits by month and over 25 million registered products. Buscapé groups and organizes the products in one place, making the purchase process much quicker and easier for the customers. For this the company establishes business partnerships with shops, brands and products. In 2009, Buscapé sold 91% of its shares to South African media conglomerate Naspers Limited, through its digital media company MIH Holdings, which contributed to the internationalization of the brand.

 

52.  Vitarella 

Parent Company: M Dias Branco

Headquarters: Jaboatão dos Guararapes, Pernambuco State

Industry: Food

Year of foundation: 1993

Website: www.vitarella.com.br 

Brand Value: $281 million USD

  

Vitarella is one of the main producers of pasta and pastries in Brazil and the leader in the Northeast region.

 

Vitarella was born in 1993 in Jaboatão dos Guararapes. Initially with only 30 employees and focused on the production of pasta, the unit expanded its portfolio and now has more than 100 products registered. In 2008, Vitarella was acquired by M Dias Branco, the largest pasta and biscuit manufacturer in Latin America, with 12 factories installed in the Northeast, Southeast and South of Brazil. Currently, the plant of the Vitarella directly employs about 2800 employees.

 

53.  BTG Pactual

  

Parent Company: BTG Pactual SA

Headquarters: São Paulo, São Paulo State

Industry: Financial Institutions

Year of foundation: 1981

Website: www.btgpactual.com 

Brand Value: $271 million USD

 

BTG Pactual is one of the largest investment bank in Latin America.

 

BTG Pactual was established in 1983 as a brokerage in Rio de Janeiro City. In May 2006, UBS AG purchased Pactual, creating "UBS Pactual", the division of UBS in Latin American countries. André Esteves became CEO of all of UBS' Latin American operations. In October 2008 André Esteves and a group of partners that left UBS Pactual joined with Persio Arida to create BTG, a global investment company with offices in São Paulo, Rio de Janeiro, London, New York and Hong Kong. On April 19 2009, BTG acquired UBS Pactual. The transaction was finalized in September 2009, resulting in the creation of BTG Pactual. BTG Pactual is specialized in investment banking, wealth management and asset management.

 

54.  Vigor

 

Parent Company: Grupo Lala

Headquarters: São Paulo, São Paulo State

Industry: Food

Year of foundation: 1917

Website: www.vigor.com.br 

Brand Value: $265 million USD

  

Vigor is one of the most important dairy companies in Brazil.

 

Vigor was founded in 1917 as a little company of milk in the city of Itanhadu, Minas Gerais and an operation in São Paulo. In 1982 Vigor acquired the company “Leco” and became one of the principal dairy company in Brazil. In 2009 Vigor became a subsidiary from group JBS and in 2013 acquired 50% from Itambé dairy. Vigor has in its portfolio more than 300 products, is the Brazilian leader in creamy cheese and has 15 industrial plants around the country. In the end of 2017, Grupo Lala (Mexico) acquired JBS’s shares of Vigor.

 

55.  Tigre

  

Parent Company: Grupo Tigre

Headquarters: Joinville, Santa Catarina State

Industry: Construction

Year of foundation: 1941

Website: www.tigre.com.br 

Brand Value: $257 million USD

 

Tigre is a multinational company leader in its segment in Brazil.

 

Tigre Group is present in about 40 countries, it employs more than 7 thousand workers and it has 9 plants in Brazil and 13 outside. Its products are aimed for infrastructure, industries, and buildings. The market share is roughly 40% in Brazil.

 

56.  Dorflex

 

Parent Company: Sanofi

Headquarters: São Paulo, São Paulo State

Industry: Painkiller

Year of foundation: 1971

Website: www.dorflex.com.br 

Brand Value: $247 million USD

  

Dorflex is the best-selling medicine in the Brazilian pharmaceutical market.

 

Dorflex is an analgesic for pain relief and muscle relaxant and celebrated 45 years of existence in 2016. The brand belongs to Sanofi, which is a French global healthcare with more than 100 thousand employees in 145 countries.

 

57.  Gol

 

Parent Company: Gol SA

Headquarters: São Paulo, São Paulo State

Industry: Airline

Year of foundation: 2001

Website: www.gol.com.br 

Brand Value: $244 million USD

 

GOL is the largest airline company in domestic fights in Brazil.

 

With its low cost, low fare business model, Gol has democratized air travel in Brazil and in South America. GOL offers route network in South America and the Caribbean, with almost 700 flights a day to more than 60 destinations, domestic and international, in 13 countries. The company has several partnerships with important international airlines, such as Delta Airlines, AeroMexico and Air France.

 

 

58.  MRV

 

Parent Company: MRV Engenharia e Participações

Headquarters: Belo Horizonte, Minas Gerais State

Industry: Real State

Year of foundation: 1979

Website: www.mrv.com.br 

Brand Value: $206 million USD

 

The MRV Group is one of Brazil's largest real estate development companies.

Operating in 145 cities in 20 states as well as the Federal District. MRV focuses on building affordable housing for middle-class and low-income customers. In 2010, growth in market capitalization and brand equity made the MRV Group the most valuable Brazilian real estate brand.

 

59.  Friboi 

 

Parent Company: JBS S.A.

Headquarters: São Paulo, São Paulo State

Industry: Food

Year of foundation: 1953

Website: www.friboi.com.br 

Brand Value: $200 million USD

  

Friboi is the beef brand of JBS Group, the largest meat processing in Brazil.

 

The history of Friboi began in 1953 in Anápolis city in the state of Goiás, where José Batista Sobrinho started selling beef in the neighborhood, moving later the business to Brasilia, the new capital of Brazil.

Ten years later he was present in many cities in the Central-West region and at the 80’s and 90’s he started selling beef in supermarkets all over the country.

In 2007 Friboi became part of JBS Group, which is one of the world's largest food industries.

 

60.  Hering

 

Parent Company: Hering

Headquarters: Blumenau, Santa Catarian State

Industry: Fashion

Year of foundation: 1880

Website: www.hering.com.br 

Brand Value: $187 million USD

 

Hering is Brazil’s largest manufacturer and marketer of clothing for men, women, and children.

 

Its merchandise is sold throughout South America in both company-owned and franchise stores as well as online. The brand is represented in 749 stores in all Brazilian States: 623 Hering Stores, 107 Hering Kids stores and 58 PUC stores. Sales grew dramatically during the past several years, suggesting that customers value the brand’s combination of quality casual apparel and enjoyable shopping experience. Two German immigrants formed the company 136 years ago, then called Hering Textil.