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LatAm 2015: BRAZIL | TOP 50 BRANDS | 11-20

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 reputation for good customer service.

Lojas Americanas operates a national chain of discount department stores.

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 Sa?o Paulo, Rio de Janeiro, and Recife, the company has approximately 950 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 consumers from all income groups.


Petrobras is Latin America’s fourth largest company in market value and the world’s fourth-largest energy company in terms of production of oil and gas.

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 corporate governance. 

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

With products spanning vehicle, health, accident, life and personal injury insurance, Porto Seguro offers policies to individuals, families, companies, and government agencies in Brazil and Uruguay through direct and indirect subsidiaries. Since the company established an alliance with Itau? in 2009, Porto Seguro products have been available at the bank’s branches.

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 medium- sized companies. Founded in 1808 by Prince Regent Joa?o 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.

The Schin brand is one of the most popular beers in the country, with a significant presence in Sa?o Paulo State and the northeast region.

The story began with a small and simple plant in 1939 in Sa?o Paulo. At that time, the production line was limited to soft drinks; it only started producing its first Pilsen beer in 1989. Today the brand’s product line consists of beer, draft beer, soft drinks and mineral water. These are distributed throughout Brazil, as well as several countries of Mercosur, Asia and Europe.

Japanese Kirin Holdings acquired the Schincariol Group in 2011. 

A retail chain specializing in furniture and home appliances, Casas Bahia was acquired in 2009 by Grupo Pa?o de Ac?u?car.

Since its establishment in 1952, Casas Bahia has appealed to low-income customers by offering in-store credit and a reputation for quality and affordability. The acquisition by Grupo Pa?o de Ac?u?car meant the company was then well placed to benefit from increased consumer spending

by Brazil’s rising middle class. Since 2010 Casas Bahia has reached customers throughout Brazil, with more than 500 stores and a web presence. 

Pa?o de Ac?u?car is a neighborhood supermarket with a focus on the middle class consumer.

Pa?o de Ac?u?car is part of the giant retail conglomerate Group Pa?o de Ac?u?car, which began as a pastry shop
in 1948 and now includes more than 180 stores. The brand 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. 

Vivo is the largest telecommunications company in Brazil, with over 106 million users: 82.7 million in mobile (in which it holds the largest market share 29.3% - June/15), and 23.7 million fixed-line users.

As the result of a joint venture between Telefo?nica, the Spanish telecommunications provider, and Portugal Telecom (PT), Vivo invests heavily in advertising to deliver its message, “Best coverage in Brazil.” In 2010, Telefo?nica bought PT’s shares, and Vivo has since advanced Telefo?nica’s strategy by building brands around the convergence of phone, TV, and Internet communication. 

The 2009 merger of Perdiga?o and Sadia into BRF, created the world’s largest poultry company.

Perdiga?o 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 100 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 Perdiga?o SA in 1958. It began exporting in 1975 and went public in 1980.