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LatAm Brasil Brand Stories

1. Skol

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

Created by a consortium of UK, Canadian, Swedish and Belgian brewers as a global beer brand, it is one of the world’s most widely consumed beers. The Skol trademark belongs to the Danish brewery Carlsberg and is marketed under license in Brazil AmBev.

  • Company: Companhia de Bebidas das Américas – AmBev
  • Headquarters: São Paulo
  • Industry: Beer
  • Year of foundation: 1967
  • Website: www.skol.com.br
  • Brand Value: $7,055 million USD

2. Bradesco

One of the largest private banks in Brazil, Bradesco offers online banking, insurance, pension plans, and annuities.

Bradesco also provides credit card services, savings bonds, and personal and commercial loans. With an aggressive expansion program, Bradesco intends to become Brazil’s most accessible bank. It ended 2011 with 4,634 branches. By acquiring a greater presence throughout Brazil the brand intends to reach potential new customers among the country’s rising middle class. Bradesco also pioneered the sale of insurance and pension plans through a subsidiary, Bradesco Seguros.

  • Company: Bradesco SA
  • Headquarters: Osasco
  • Industry: Financial Institutions
  • Year of foundation: 1943
  • Website: www.bradesco.com.br
  • Brand Value: $4,177 million USD

3. Brahma

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 30 countries. Founded in 1888, by Companhia Cervejaria Brahma, the brand is now owned by AB InBev, the world’s largest brewer.

  • Company: Companhia de Bebidas das Américas – AmBev
  • Headquarters: Sao Paulo
  • Industry: Beer
  • Year of foundation: 1888
  • Website: www.brahma.com.br
  • Brand Value: $3,585 million USD

4. Itaú

Itaú is the largest financial conglomerate in the southern hemisphere and the tenth-largest

bank in the world by market value

Established more than 65 years ago, Itaú evolved to its current size as a result of the 2008 merger of Banco Itaú and Unibanco. Itaú accounts for about 11 percent of the Brazilian market for retail banking services and operates in South America, Europe, Asia and the United States. The bank has over 5,000 branches and more than 32,700 ATMs worldwide. 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.

  • Company: Itaú Unibanco Holding
  • Headquarters: Sao Paulo
  • Industry: Financial Institution
  • Year of foundation: 1945
  • Website: www.itau.com.br
  • Brand Value: $3,376 million USD

5. Petrobras

Petrobras is Latin America's largest company and the third-largest energy company in the world.

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.

  • Company: Petróleo Brasileiro SA
  • Headquarters: Rio de Janeiro
  • Industry: Energy
  • Year of foundation: 1953
  • Website: www.petrobras.com
  • Brand Value: $3,252 million USD

6. Sadia

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 (see no. 11). Exporting activities began in the 1970s with the sale of frozen halal-certified chicken to the Middle East.

  • Company: BRF – Brasil Foods SA
  • Headquarters: Itajaí
  • Industry: Food
  • Year of foundation: 1944
  • Website: www.sadia.com.br
  • Brand Value: $2,466 million USD

7. Natura

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 800,000 sales representatives (“consultants”) in Argentina, Brazil, Chile, Colombia, France, Mexico, and Peru. 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.

  • Company: Natura Cosméticos SA
  • Headquarters: Itapecerica da Serra
  • Industry: Cosmetics
  • Year of foundation: 1969
  • Website: www.natura.com.br
  • Brand Value: $2,236 million USD

8. Antartica

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 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.

  • Company: Companhia de Bebidas das Américas – AmBev
  • Headquarters: São Paulo
  • Industry: Beer
  • Year of foundation: 1885
  • Website:www.antarctica.com.br
  • Brand Value: $1,145 million USD

9. Ipiranga

Ipiranga is Brazil’s largest private fuel distribution company, with a network of approximately 6,700 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 banner. 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.

  • Company: Ultra Group
  • Headquarters: São Paulo, Brasil
  • Industry: Retail
  • Year of foundation: 1937
  • Website: www.ipiranga.com.br
  • Brand Value: $1,103 million USD

10. Bohemia

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, which were introduced last year.

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. Another major merger in 2008 between InBev and Anheuser Busch resulted in Bohemia becoming part of a still larger company known as Anheuser-Busch InBev whose shares are traded on the New York Stock Exchange under the symbol BUD.

  • Company: Companhia de Bebidas das Américas – AmBev
  • Headquarters: São Paulo
  • Industry: Beer
  • Year of foundation: 1853
  • Website:www.bohemia.com.br
  • Brand Value: $1,094 million USD

11. Perdigão

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 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 Perdigão SA in 1958. It began exporting in 1975 and went public in 1980.

  • Company: BRF – Brasil Foods SA
  • Headquarters: Itajaí
  • Industry: Food
  • Year of foundation: 1934
  • Website:www.perdigao.com.br
  • Brand Value: $1,005 million USD

12. Casas Bahias

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

The acquisition positions 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. By 2010, Casas Bahia reached customers throughout Brazil, with more than 500 stores and a web presence.

  • Company: Grupo Pão de Açúcar
  • Headquarters: São Paulo
  • Industry: Retail
  • Year of foundation: 1957
  • Website: www.casasbahias.com.br
  • Brand Value: $915 million USD

13. BTG Pactual

BTG Pactual is the leading 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 specializes in investment banking, wealth management and asset management.

  • Parent company:BTG Pactual SA
  • Headquarters: Brazil
  • Industry: Financial Institutions
  • Year of foundation: 1981
  • Website: www.btgpactual.com
  • Brand Value: $896 million USD

14. Vale

Vale is the second-largest mining company in the world, and the largest producer of iron ore.

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.

  • Company: Vale SA
  • Headquarters: Rio de Janeiro
  • Industry: Mining
  • Year of foundation: 1942
  • Website: www.vale.com
  • Brand Value: $862 million USD

15. Lojas Americanas

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 São Paulo, Rio de Janeiro, and Recife, the company has approximately 550 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.

  • Company: Lojas Americanas SA
  • Headquarters: Rio de Janeiro
  • Industry: Retail
  • Year of foundation: 1929
  • Website: www.lojasamericanas.com.br
  • Brand Value: $845 million USD

16. Cielo

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 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.

  • Company: Cielo SA
  • Headquarters: Barueri
  • Industry: Credit Cards
  • Year of foundation: 2009
  • Website: www.cielo.com.br
  • Brand Value: $791 million USD

17. Pão de Açúcar

Pão de Açúcar operates around 200 supermarkets throughout Brazil.

A part of the giant retail conglomerate Group Pão de Açúcar, which began as a pastry shop in 1948 and now includes more than 1,800 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.

  • Company: Grupo Pão de Açúcar
  • Headquarters: São Paulo
  • Industry: Retail
  • Year of foundation: 1948
  • Website: www.paodeacucar.com.br
  • Brand Value: $702 million USD

18. Porto Seguro

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 are now available at the bank’s branches. One of Brazil's leading insurance companies, Porto Seguro offers a comprehensive portfolio of insurance products.

  • Company: Porto Seguro SA
  • Headquarters: São Paulo
  • Industry: Insurance
  • Year of foundation: 1945
  • Website: www.portoseguro.com.br
  • Brand Value: $665 million USD

19. Extra

Extra is a multi-sector banner of Brazil's largest retail conglomerate, Grupo Pão de Açúcar.

Extra operates about 115 hypermarkets called Extra Hiper. The convenience store banner Extra Fácil offers a limited selection of about 3,000 items. In addition, the company operates about 83 full-line supermarkets called Extra Supermercado as well as pharmacies called Drogarias Extra, which are located within existing Extra outlets. 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

  • Company:Grupo Pão de Açúcar
  • Headquarters: São Paulo
  • Industry: Retail
  • Year of foundation: 1989
  • Website: www.extra.com.br
  • Brand Value: $609 million USD

20. Vivo

With over 60 milion users, Vivo is the largest mobile phone service provider in Brazil and South America.

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 has advanced Telefónica’s strategy by building brands around the convergence of phone, TV, and Internet communication.

  • Company: Vivo Participações SA
  • Headquarters: São Paulo
  • Industry: Communication Providers
  • Year of foundation: 2003
  • Website: www.vivo.com.br
  • Brand Value: $555 million USD

21. Amil

Amil is Brazil's largest provider of managed health care.

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 3,000 hospitals and tens of thousands of clinics, private practices, and laboratories.

  • Parent company: Amil Participações
  • Headquarters: Rio de Janeiro
  • Industry: Healthcare
  • Year of foundation: 1972
  • Website: www.amil.com.br
  • Brand Value: $509 million USD

22. Iguatemi

Iguatemi is one of the largest shopping mall 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 ownership 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. Iguatemi is among the 500 largest companies operating in Latin America

  • Company: Iguatemi Empresas de Shopping Centers
  • Headquarters: São Paulo
  • Industry: Retail
  • Year of foundation: 1979
  • Website: www.iguatemi.com.br
  • Brand Value: $449 million USD

23. Embratel

Embratel is Brazil's second-largest telecommunication company, offering voice and data service, internet and pay TV.

Present throughout Brazil, with about five million broadband lines and six million voice lines in more than 4,000 cities, Embratel was formed in 1998 as one of the holding companies resulting from the spin-off of the Telebras System. In 2004, Teléfonos de México S.A. de C.V. (Telmex) acquired Embratel because it fit with Telmex’s strategy of communication convergence.

  • Company: Embratel SA
  • Headquarters: Rio de Janeiro
  • Industry: Communication Providers
  • Year of foundation: 1998
  • Website: www.embratel.com.br
  • Brand Value: $434 million USD

24. Totvs

Totvs is Brazil’s largest provider of integrated information technology solutions and the second-largest in Latin America.

Known for its innovation and high level of customer service, TOTVS has been raising its brand profile with extensive advertising featuring a Brazilian media personality. The company, which traces its origins to a service bureau called SIGA (Sistemas Integrados de Gerência Automática Ltda, formed in 1969), has been growing rapidly and delivering strong financial results. In March 2006, in advance of an IPO, the company changed its name from Microsiga Software SA to TOTVS SA.

  • Company: Totvs SA
  • Headquarters: São Paulo
  • Industry: Information Technology
  • Year of foundation: 1969
  • Website: www.totvs.com
  • Brand Value: $434 million USD

25. Banco do Brasil

Banco do Brasil is the oldest active bank in Brazil and one of the oldest financial institutions in the world.

The largest Latin American bank in terms of assets, Banco do Brasil played an important role during the recent global financial crisis. By providing credit at affordable rates to small and medium-sized companies, Banco do Brasil strengthened financial results and customer loyalty, which resulted in a substantial increase in brand value. 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 now a publicly traded company that is controlled by the Brazilian government.

  • Company: Banco do Brasil SA
  • Headquarters: Brasília
  • Industry: Financial Institution
  • Year of foundation: 1908
  • Website: www.bb.com.br
  • Brand Value: $422 million USD

26. Localiza

Localiza operates the largest car rental network in Brazil.

It has 422 branches in 246 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. The fleet totals over 72,000 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.

  • Company: Localiza SA
  • Headquarters: Belo Horizonte
  • Industry: Car Rental
  • Year of foundation:
  • Website: www.localiza.com
  • Brand Value: $360 million USD

27. Multiplus

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. Today, besides TAM, participating brands include Oi, the telecommunications giant, Livraria Cultura, Brazil’s largest bookstore and the hotel management firm, Accor. Multiplus also provides services for managing, administering, interconnecting and operating customer loyalty programs.

  • Company: Multiplus SA
  • Headquarters: São Paulo
  • Industry: Loyalty Programs
  • Year of foundation: 2010
  • Website: www.multiplusfidelidade.com.br
  • Brand Value: $345 million USD

28. Havainas

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

It sells roughly 200 million pairs annually in about 80 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.

  • Company: São Paulo Alpargatas SA
  • Headquarters: São Paulo
  • Industry: Fashion
  • Year of foundation: 1907
  • Website: www.havaianas.com
  • Brand Value: $343 million USD

29. Magazine Luiza

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 21,000 people and operates a network of 728 stores, including 103 small format virtual stores where sales associates help customers order merchandise online. The company’s stores are located in 16 Brazilian states and supported by a network of eight distribution centers.

Magazine Luiza opened 124 stores in 2011, including 24 new units and 100 stores acquired from Lojas do Báu. The company also completed an initial public offering with shares traded on the Brazilian exchange. An early adopter of the multichannel approach to retail, Magazine Luiza is Brazil’s second largest online retailer and an innovator in the use of social media to drive online sales, which grew 40 percent last year and now account for 11 percent of total company sales.

  • Company: Magazine Luiza SA
  • Headquarters: São Paulo
  • Industry: Retail
  • Year of foundation: 1957
  • Website: www.magazineluiza.com.br
  • Brand Value: $329 million USD


Embraer was created in 1969 as an initiative of the Brazilian government in a strategic project to implement the aviation industry in the country. Privatized in 1994, the company designs, develops, manufactures and markets systems and aircrafts. Its core business is the business segment of Commercial Aviation, Executive Aviation, and Defense & Security Systems. With factories and offices in various parts of the world and more than five thousand aircrafts delivered on all continents, it is one of the leading exporting aerospace companies in the world.

  • Company: Embraer SA
  • Headquarters: São Paulo
  • Industry: Aviation
  • Year of foundation: 1969
  • Website: www.embraer.com.br
  • Brand Value: $328 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. With more than 50 campuses and hundreds of long-distance learning centers, the organization serves more than 300,000 students, many of whom come from lower income and rural backgrounds.

  • Company:Anhanguera Educacional Participações

  • Headquarters: Valinhos
  • Industry: Education
  • Year of foundation: 1994
  • Website: www.anhanguera.com
  • Brand Value: $ 326 million USD

32. Odontoprev

OdontoPrev is the largest dental benefits company in Brazil, with over 5 million members.

The organization develops dental plans for corporate, institutional and not-for-profit clients. The OdontoPrev network includes approximately 25,000 certified dentists of whom roughly 16,000 are specialists and post-graduates, located in more than 2,000 cities throughout Brazil. To reach people in the under-served rising middle class, OdontoPrev recently launched an initiative to sell dental plans directly to consumers. Since its Initial Public Offering in 2006, the company’s success has been rewarded with strong stock appreciation.

  • Company: Odontoprev SA
  • Headquarters: Barueri
  • Industry: Health Care
  • Year of foundation: 1987
  • Website: www.odontoprev.com.br
  • Brand Value: $ 320 million USD


The story began in 1956 in the city of Seara City, in Santa Catarina, with the inauguration of the first large fridge in the region. The expansion of business and investments in quality processes and products made the Seara brand synonymous with quality in poultry and pigs "in natura" and processed meat. 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.

  • Company:JBS Group
  • Headquarters: São Paulo, Brazil
  • Industry: Food
  • Year of foundation: 1956
  • Website: www.seara.com.br
  • Brand Value: $ 287 million USD

34. BM&F Bovespa

BM&F BOVESPA is the leading stock exchange in Latin America and the second largest in the Americas.

One of the largest stock exchanges in the world in terms of market value, 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.

  • Company: BM&F BOVESPA SA
  • Headquarters: São Paulo
  • Industry: Stock Exchange
  • Year of foundation: 2008
  • Website: www.bmfbovespa.com.br
  • Brand Value: $278 million USD

35. Smiles

Smiles is a company engaged in loyalty rewards and was initially developed in 1994, as a part of Varig (a Brazilian airline company that went bankrupt in 2010). Today Smiles is an independent business unit that administers, manages and operates 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. The Smiles Program has over 9 million members and 150 air and non-air partners.

  • Company: Smiles SA
  • Headquarters: Barueri
  • Industry: Loyalty Programs
  • Year of foundation: 1994
  • Website: www.smiles.com.br
  • Brand Value: $278 million USD

36. Lojas Renner

Lojas Renner is Brazil's second-largest department store chain.

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 130 stores in 21 of Brazil’s 26 states and in the Capital District. 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.

  • Company: Lojas Renner SA
  • Headquarters: Porto Alegre
  • Industry: Retail
  • Year of foundation: 1912
  • Website: www.lojasrenner.com.br
  • Brand Value: $275 million USD

37. Hering

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 347 stores in Brazil alone. 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, then called HeringTextil, at the end of the nineteenth century.

  • Company: Cia Hering SA
  • Headquarters: Blumenau
  • Industry: Fashion
  • Year of foundation: 1880
  • Website: www.hering.com.br
  • Brand Value: $269 million USD

38. Estácio

Estácio is a Brazilian private educational institution founded in 1970 with headquarters in Rio de Janeiro.

It is controlled by its managing partners – Estacio Participacoes and by GP Investments group. With a strong presence in almost all the states of Brazil, Estacio has more than 330,000 students distributed in university centers and colleges, more than five thousand teachers offering post-graduate courses, undergraduate and other educational programs. It is also known for offering Summer Courses open to the community in the months of July and January.

  • Company:Estácio Participações S.A.
  • Headquarters: Rio de Janeiro
  • Industry: Education
  • Year of foundation: 1970
  • Website: www.portal.estacio.br
  • Brand Value: $260 million USD

39. Adria

Adria produces and distributes crackers, cookies, biscuits, and pasta products.

A family of Italian immigrants established the brand in 1951 in Porto Alegre, southern Brazil. In 2001 four companies within the same industry segment of pasta and biscuits integrated: Adria, Basilar, Isabela and Zabet to centralize strategic planning, streamline operational processes and maximize market opportunities. In 2003, Adria was acquired by Group M. Dias, a national leader in the manufacture and sale of biscuits and food.

  • Company: M Dias Branco
  • Headquarters: Porto Alegre
  • Industry: Food
  • Year of foundation: 1951
  • Website: www.adria.com.br
  • Brand Value: $245 million USD

40. Arezzo

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

Two brothers, Anderson and Jefferson Birman, created the Arezzo brand in 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. Arezzo operated 288 Arezzo brand franchise stores and 14 company stores along with five outlets at the end of 2011. The brand was present in almost 1,000 other locations in Brazil. The Arezzo Company also markets under three other brands: Schutz, Anacapri and Alexandre Birman. Including these brands, the company is present in about 2,500 points of sale. An initial public stock offering last year on the Brazilian stock exchange raised capital to fund further store expansion.

  • Company: Arezzo Indústria e Comércio SA
  • Headquarters: Campo Bom
  • Industry: Retail
  • Year of foundation: 1972
  • Website: www.arezzo.com.br
  • Brand Value: $235 million USD


CVC is the largest travel operator not only in Brazil, but throughout Latin America.

The company was founded in 1972 by two entrepreneurs in the tourism segment, Guilherme Paulus and Carlos Vicente Cerchiari and it is based in the city of Santo André. Since 1976, CVC has expanded its business into different areas such as selling tourism packages with flights, and exclusive chartering of aircraft and vessels. CVC has stores in malls, virtual stores. In 2009, American investors of the private equity fund The Carlyle Group bought a 63.6% stake.

  • Company: CVC Turismo
  • Headquarters: Santo André
  • Industry: Travel Agency
  • Year of foundation: 1972
  • Website: www.cvc.com.br
  • Brand Value: $231 million USD

42. GOL

GOL is a budget airline serving Latin America.

A subsidiary of Gol Linhas Aéreas Inteligentes, GOL enjoys two key competitive advantages: its strong presence in Brazilian airports and its low-cost strategy. The only low-fare airline providing frequent connections to Brazil’s major cities, GOL also flies to key destinations in South America and the Caribbean. Like the rest of the industry, the company should benefit from improvements in airport infrastructure made in advance of the World Cup and Olympic games in Brazil.

  • Company: Gol SA
  • Headquarters: São Paulo
  • Industry: Airlines
  • Year of foundation: 2001
  • Website: www.gol.com.br
  • Brand Value: $227 million USD

43. Eletrobrás

Eletrobrás is an electric power holding company known as “Brazil Energy Central” (Centrais Elétricas Brasileiras in Portuguese).

The company was established in 1962 and is headquartered in Brasilia. The government has the majority control with 52% of the shares, the remaining shares are traded on the stock exchange of Brazil BMF&Bovespa. The company provides about 40% of the nation’s energy generation and supplies 69%, making it the biggest provider of electric power in Latin America.

  • Company:Centrais Elétricas Brasileiras S.A.
  • Headquarters: Rio de Janeiro
  • Industry: Utilities
  • Year of foundation: 1962
  • Website: www.eletrobras.com
  • Brand Value: $205 million USD

44. TAM

TAM is the largest airline of Brazil and Latin America.

Although TAM is now known for its domestic and international passenger service, the airline began in 1961 as an air freight company, operating small one-engine planes from its base in Marília in the state of São Paulo. As the company grew, it acquired regional carriers and developed a reputation for good customer service. In 2010, the company signed an agreement with LAN, the Chilean airline, to form the LATAM Airline Group.

  • Company: Tam SA
  • Headquarters: São Paulo
  • Industry: Airlines
  • Year of foundation: 1961
  • Website: www.tam.com.br
  • Brand Value: $199 million USD

45. NET
NET is Latin America's largest multi-service cable company, offering pay TV, broadband internet access, and voice services.

Merged with Embratel, Brazil’s second largest telecommunications company, after being acquired by communications entrepreneur Carlos Slim in 2010, NET Serviço serves more than 11.3 million homes in 93 cities. The combination of NET’s cable business with Embratel’s phone service created an integrated telecommunications giant.

  • Company: NET Serviços de Comunicação SA
  • Headquarters: Rio de Janeiro
  • Industry: Communication Providers
  • Year of foundation: 1996
  • Website: www.net.com.br
  • Brand Value: $184 million USD

46. Oi

Oi is Brazil's leading telecommunication provider, offering landline, mobile phone, and internet services.

Following the acquisition of Brasil Telecom in early 2009, Oi became one of South America’s largest providers of fixed-line services. The company operates in three Brazilian regions that together represent 190.5 million people and 99.8 percent of the country’s GDP. Oi was the first telecommunication services provider to use GSM technology in Brazil.

  • Company: Telemar Norte Leste SA
  • Headquarters: Rio de Janeiro
  • Industry: Communication Providers
  • Year of foundation: 1998
  • Website: wwww.oi.com.br
  • Brand Value: $182 million USD

47. Marisa

Marisa is Brazil's largest department store chain specializing in women’s clothing.

Marisa has 280 stores located throughout Brazil and is known for designing and selling fashionable merchandise at competitive prices. The company recently extended the brand to lingerie (Marisa Lingerie) and menswear. The company tag line “From Woman to Woman” reflects the composition of Marisa’s staff, which is 70 percent female. The company opened its first store, Marisa Bolsas (Marisa Handbags), in 1948 under the leadership of its founder, Bernardo Goldfarb.

  • Company: Marisa SA
  • Headquarters: São Paulo
  • Industry: Retail
  • Year of foundation: 1948
  • Website: www.marisa.com.br
  • Brand Value: $153 million USD

48. Fleury

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 health care segment.

  • Company: Fleury Group
  • Headquarters: São Paulo
  • Industry: Health Care
  • Year of foundation: 1926
  • Website: www.fleury.com.br
  • Brand Value: $151 million USD

49. Riachuelo

Riachuelo is Brazil’s largest fast fashion retailer, with 128 stores located throughout the country.

Established in 1947 as a chain of small shops selling fabric, Riachuelo shifted its focus in 1979 when Guararapes acquired the business. The company has gained a reputation for making affordable fashion available to men, women and children, and since 2007 has attempted to sustain its competitive edge by manufacturing its own clothing.

  • Company: Guararapes SA
  • Headquarters: Natal
  • Industry: Retail
  • Year of foundation: 1947
  • Website: www.riachuelo.com.br
  • Brand Value: $140 million USD

50. Drogasil

Drogasil is Brazil's second-largest retail drugstore chain by sales revenue.

It operates more than 280 stores in five Brazilian states and more than 75 cities. The company has been a retailer of pharmaceutical healthcare, skin care and personal care products for the past 75 years. Since its IPO in 2007, the financial results have earned the company a positive reputation in the investment community.

  • Company: Drogasil SA
  • Headquarters: São Paulo
  • Industry: Drugstore
  • Year of foundation: 1935
  • Website: www.drogasil.com.br
  • Brand Value: $134 million USD