1. Corona
Corona was first launched in 1925. That same year its parent company Grupo Modelo
began operations and eventually became the group’s staple brand across the globe. The
brand has a rich history of innovation, having been able to unite itself to Mexican culture
through simple, yet iconic communication efforts. It has created strong brand cues that
relate it to relaxation, music and a strong Mexican heritage which have allowed Corona to
surpass geographic frontiers. It has currently being sold in over 180 countries and has enabled
it to hold titles such as the best-selling Mexican beer in the world and the best-selling
import beer in markets such as the US.
Parent company: Grupo Modelo, SAB de CV
Headquarters: Mexico City
Industry: Beer
Year of foundation: 1925
Website: www.corona.com
Brand Value: $8,025 million USD
2. Telcel
Telcel is the leader in mobile phone services in Mexico. Its share in the market is around
70% of mobiles nationwide. Even after transferring their old number became an option for
users, Telcel was a net winner of clients, making it evident to some extent that people
value its wide user network, and certainly reflecting the message of its slogan: “Telcel is
the Network”. This makes it one of the most important brands for América Móvil, the
leader in telecommunications in Latin America, owned by the business tycoon Carlos Slim
Helú.
Parent Company: América Móvil, SAB de CV
Headquarters: Mexico City
Industry: Telecommunications provider
Year of foundation: 1989
Website: www.telcel.com
Brand Value: $5,308million USD
3. Televisa
The brand was founded in 1950, but its origins can be traced to 1930 when Emilio Azcárraga Vidaurreta founded the first radio station in LatAm.
Televisa is the largest communications company in the Spanish speaking
world and one of the most important players in the entertainment business around the
globe. It operates four broadcasters in Mexico, produces, distributes and exports contents
to the American market through Univision – the leading Spanish speaking media company
in the US – and to more than 50 countries through other media partners. Besides
television, Televisa also publishes and distributes magazines, films and owns radio
broadcasters around the country.
Parent Company: Grupo Televisa, SAB
Headquarters: Mexico City
Industry: Communication Providers
Year of foundation: 1950
Website: www.televisa.com
Brand Value: $3,625 million USD
4. Modelo (Modelo Light, Modelo Especial, Negra Modelo)
Grupo Modelo’s three Modelos include Premium Pilsner Modelo Especial, Dark Munich
Negra Modelo and Light Lager Modelo Light. Both Especial and Negra were first launched
in 1925, when Grupo Modelo was founded, and have grown to be leaders in each of their
subcategories. Modelo has focused on developing a strong portfolio which is able to span
different beer types and to catch consumers with premium offerings with strong
positioning cues, especially with innovative and differentiated packaging and emotionally
charged campaigns that portray the premium qualities and uniqueness of the products
they promote.
Parent Company: Grupo Modelo, SAB de CV
Headquarters: Mexico City
Industry: Beer
Year of foundation: 1925
Website: www.gmodelo.com
Brand Value: $3,477 million USD
5. Telmex
Telmex is the leader in landline phone services, providing services nationwide. It is owned
by ‘Teléfonos de México’, a company created in 1947, nationalized in 1972 and reprivatized
in 1990. From that moment, over 32 billion pesos were invested to set up a
wide fiber optic network, connecting people nationwide and to 39 other countries through
submarine cable. In 2010 América Móvil purchased 59.5% of Telmex shares.
Parent Company: América Móvil, SAB de CV
Headquarters: Mexico City
Industry: Telecommunications provider
Year of foundation: 1947
Website: www.telmex.com
Brand Value: $3,097 million USD
6. Bodega Aurrerá
Bodega Aurrerá is a chain of supermarkets in Mexico, created for the lower-income sector
of the population. Its offer includes low prices, embodied in its brand cue ‘Mamá Lucha’, a
masked luchadora who fights high prices and is constantly ‘struggling’ to make it to the
end of the month. Bodega Aurrerá is one of the fastest growing business units of Walmart
de México, partly because of their ability to create more flexible store formats such as ‘Mi
Bodega’ in small cities and ‘Bodega Aurrerá Express,’ an interesting price-convenience
offer that brings high turnover lines to urban locations which competitors using bigger
formats find more difficult to access.
Parent Company: Wal-mart de México, SAB de CV
Headquarters: Mexico City
Industry: Retail
Year of foundation: 1958
Website: www.bodegaaurrera.com.mx
Brand Value: $2.804 million USD
7. Cemex
Cemex is a leader in the production and marketing of concrete, cement and other building
materials, not only in Mexico where it has over 100 years of history, but worldwide. Cemex
was a local brand that became global, and has been involved in projects around the world:
tunnels in America, highways in Asia, or social housing in South America. As a company, it
is making efforts to become a more agile competitor, able to meet the growing demand
for housing and infrastructure all over the world during the next four decades, given the
expected development of urban population.
Parent Company: Cemex, SAB de CV
Headquarters: Monterrey
Industry: Industry / Cement
Year of foundation: 1906
Website: www.cemex.com
Brand Value: $2,748 million USD
8. Liverpool
Liverpool is a brand of department stores offering products for the home and clothing. As
a brand, its aim is to have people perceive it as a “part of their lives” and offers an
outstanding service to consumers. In order to get closer to consumers, it has expanded to
cover a huge area of the Mexican territory, innovating with store formats that coexist with
shopping centers and malls. This is because Liverpool not only operates its stores, but also
controls their construction so that it can create appealing formats. Its income also comes
from the lease of premises and financial leases from loans granted to consumers.
Parent Company: El Puerto de Liverpool, SAB de CV
Headquarters: Mexico City
Industry: Retail
Year of foundation: 1847
Website: www.liverpool.com.mx
Brand Value: $2,687 million USD
9. Bimbo
Bimbo is a brand of huge tradition and heritage. Its presence in the Mexican market dates
back to 1943 with bakery products, which are important in the diet of many families in
Mexico. The image of the Bimbo bear and the slogan ‘with love as always’ are widely
known by consumers, and their products reach virtually each and every store in Mexico
through an excellent distribution network. Bimbo has also a significant presence abroad as
a result of the expansion of Grupo Bimbo to over 19 countries worldwide, where its
portfolio of over 8,000 different food products are available.
Parent Company: Grupo Bimbo, SAB de CV
Headquarters: Mexico City
Industry: Food
Year of foundation: 1943
Website:www.grupobimbo.com
Brand Value: $2,608 million USD
10. Banorte
Banorte is a brand that has become stronger in recent years, matching their slogan ‘The
strong bank of Mexico’. It is a part of Grupo Financiero Banorte, a Group which
successfully completed merges and purchases to become the third largest bank in the
Mexican financial system based on the size of deposits and credits granted. Beyond such
strategic movements, this bank which started operations in 1947 but was created in 1899
with the organization of ‘Banco Mercantil del Norte’, has received various accolades,
among which the 2013 Best Commercial Bank awarded by World Finance and The Banker
stands out.
Parent Company: Grupo Financiero Banorte, SAB de CV
Headquarters: Mexico City
Industry: Financial services
Year of foundation: 1947
Website: www.banorte.com
Brand Value: $2,494 million USD
11. Inbursa
Banco Inbursa was formally created in September 1992, previously known as Inversora
Bursátil. This was as a result of the government authorizing the creation of new banks in
order to promote competition in the financial sector. It is a company of Grupo Financiero
Inbursa, which was created in 1985. Other subsidiaries of the Group include Seguros
Inbursa, purchased in 1984 when they were known as Seguros México. Services offered by
the Group include: investment services, insurance, credit, transportation and pensions.
Parent Company: Grupo Financiero Inbursa, SAB de CV
Headquarters: Mexico City
Industry: Financial services
Year of foundation: 1992
Website: www.inbursa.com
Brand Value: $1,759 million USD
12. Marinela
Marinela was created in 1954, and was first a bakery known as Keik whose aim was to
innovate in the world of cakes by incorporating them into the daily diet. With this mission
in mind, ‘Gansito’ was created as the first industrially manufactured cake in Mexico. This
product was so successful that when Bimbo purchased Marinela, the latter maintained an
exclusive distribution means for its star product: motor bikes. But Gansito is far from being
the only star in Marinela’s portfolio, a portfolio they have been able to extend by creating
appealing options for the market. In 1980 the brand expanded to the United States, and in
1992 entered the South American market.
Parent Company: Grupo Bimbo, SAB de CV
Headquarters: Mexico City
Industry: Packed food
Year of foundation: 1954
Website: www.marinela.com.mx
Brand Value: $1,182million USD
13. Soriana
Soriana started in 1905 as a business that sold fabric, and in 1958 incorporated a selfservice
store, thus marking the opening of its first shopping center in 1968. The brand
continued to grow in the Northern area of Mexico only until the 90’s, when the decision
was made to start operations in the central area of the country. Following this expansion
trend, by 2000 they already had 100 stores nationwide, and during that decade new
formats were created for the brand: the City Club price club and Super City convenience
stores. In 2007, leasing rights were purchased from Gigante, with over 200 stores. They
currently have over 650 stores in 258 cities in Mexico, which add up 3.2 million square
meters of sales floor.
Parent Company: Organización Soriana, SAB de CV
Headquarters: Monterrey, Nuevo León
Industry: Retail
Year of foundation: 1905
Website: www.soriana.com
Brand Value: $1,109 million USD
14. Sanborns
Sanborns is a well-known store format in Mexico because of its uniqueness: it is not only a
restaurant and bar, but its selling space also includes a wide variety of departments such
as jewelry, bakery, bookstore, electronics, and pharmacy. Founded in 1903 as a small
pharmacy, the format first expanded by adding a soda fountain in 1918. It opened its first
branch (La Casa de los Azulejos – a building that even became a tourist attraction in
Mexico City because of its architecture) in 1919. It was purchased in 1985 by Grupo Carso,
and in 1999, Grupo Sanborns was created, joining Sanborns to brands such as Sears, iShop
and Mix Up, among others. In 2007 the Group was removed from listings in the Mexican
Stock Exchange, but joined again in February 2013.
Parent Company: Grupo Sanborns, SAB de CV
Headquarters: Mexico City
Industry: Restaurants
Year of foundation: 1903
Website: www.sanborns.com.mx
Brand Value: $1,058 million USD
15. Banamex
Banamex is the Mexican bank of tradition. Created in 1884 when Banco Nacional
Mexicano and Banco Mercantil Mexicano merged, it was the first bank to issue banknotes
in Mexico. In 1926, it became a financing entity, and established the first branch of a Latin
American bank in New York. In 1982 it was nationalized by presidential order, and
remained in that situation for nine years. In 2002 it became a subsidiary of Citigroup, and
in that same year the products and services of Citibank and Banca Confía were merged. In
recent years, it launched products that revolutionized the market, such as Superservicio
Banamex, Tarjetahabiente Cumplido, Cuenta Básica Banamex and Mi Cuenta Banamex; it
is worth noting that they were pioneers in online banking in Mexico.
Parent Company: Banco Nacional de México, SA de CV (subsidiary of Citigroup Inc.)
Headquarters: Mexico City
Industry: Financial services
Year of foundation: 1884
Website: www.banamex.com
Brand Value: $969 million USD
16. Oxxo
Oxxo is a company of FEMSA, the largest Coca-Cola bottling company worldwide. It was
founded in Monterrey in 1978 with the purpose of promoting the marketing of products
manufactured by Cervecería Cuauhtémoc Moctezuma. In 1994, it was consolidated as a
separate unit independent of the beer company. In 2009 the brand was established in
Colombia. It is currently the largest chain of stores in Latin America, with over 11,000
stores in Mexico and 34 in Colombia. Oxxo as a brand has aimed at building the country’s
convenience store par excellence: not only does it sell common, everyday products but
has also focused on extending their portfolio to offering services such as bus tickets,
cellphones and the like.
Parent Company: Fomento Económico Mexicano, SAB de CV
Headquarters: Monterrey, Nuevo León.
Industry: Retailing
Year of foundation: 1978
Website: www.oxxo.com
Brand Value: $891 million USD
17. Tecate
Tecate was born in 1944 in the City of Tecate, in the Mexican state of Baja California. In
1954 Cervecería Cuauhtémoc Moctezuma, a subsidiary of FEMSA (the largest Coca-Cola
bottling company worldwide), purchased it. This brand is characterized by innovation in
product presentation, as until 1983 its beer was only sold in a can, and it was the first
company to use that packaging in Mexico. Its communication strategy is focused
exclusively on male audiences, which completely differentiates it in the beer category in
Mexico, and uses the well-known slogan “For you”. Tecate has focused its efforts on
increasing its presence in sports, including main boxing events and becoming a sponsor for
FC Barcelona. Cuauhtémoc Moctezuma was sold to Heineken in 2010 for a 20% share in
this brand worldwide.
Parent Company: Cervecería Cuauhtémoc Moctezuma, SA de CV (subsidiary of Heinkenen
International NV)
Headquarters: Monterrey, Nuevo León
Industry: Beer
Year of foundation: 1944
Website: www.tecate.com.mx
Brand Value: $819 million USD
18. Palacio de Hierro
Palacio de Hierro has been in Mexico for 125 years, and in that time it has provided the
country with world-class department stores. From its early days it has been known for its
exclusive products, and is responsible for putting an end to the practice of bargaining
which was common in the late nineteenth century in Mexico. In 1995, the decisive phrase
for the brand “Soy Totalmente Palacio” was created, and to this day it is synonymous with
belonging within pop culture in our country. It is considered the best department store in
Mexico, because it offers some of the most valuable luxury brands in the world such as
Louis Vuitton, Gucci and Prada. They describe themselves as more than a department
store, a lifestyle trend-setter for people willing to lead a sophisticated and refined style of
life. They currently have a commercial, credit and real estate division, with a multi-channel
approach through electronic purchases in their e-commerce portal.
Parent Company: Grupo Palacio de Hierro, SAB de CV
Headquarters: Mexico City
Industry: Retail
Year of foundation: 1891
Website: www.palaciodehierro.com.mx
Brand Value: $797 million USD
19. Elektra
The brand Elektra is a part of Grupo Elektra, founded in 1950 as a company devoted to the
manufacture of radio transmitters. In 1957 it started operations as a marketing business,
opening its first Elektra store, one of the current business units in the group, together with
its sister brand Salinas y Rocha. This brand has 977 stores in Mexico and 250 in Central and
South America. Since Elektra targets low-to-middle class segments in LatAm, each one of
its 977 branches also include a Banco Azteca, aiming to offer their clients a financial
institution that meets their specific needs. Elektra offers products such as electronics,
white goods, domestic appliances, furniture, motorcycles, tires, mobile phones,
computers, money wire transfers and extended guarantees. In late 2013, Grupo Elektra
completed its latest purchase, Blockbuster de Mexico SA de CV, with Elektra becoming the
affiliate in charge of handling all 320 Blockbuster stores.
Parent Company: Grupo Elektra, SAB de CV
Headquarters: Mexico City
Industry: Retail
Year of foundation: 1950
Website: www.grupoelektra.com.mx
Brand Value: $668 million USD
20. Superama
Superama is the premium store format of Wal-Mart de México and its purpose is to offer
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, with the aim of offering the best options only. As a response to changes in
trends, Superama showed itself as a cutting-edge supermarket brand when it developed
its phone and internet sales. Changes at Superama happened because of their awareness
of the lifestyle of consumers, where time and resources are important. The Superama
mobile app managed to top the number of internet clients, and the brand’s shopping walls
may represent interesting options to increase their presence significantly.
Parent Company: Wal-Mart de México, SAB de CV
Headquarters: Mexico City
Industry: Retail
Year of foundation: 1960
Website: www.superama.com.mx
Brand Value: $637 million USD
21. Lala
Born from a small group of milk producers, Grupo Lala is a company devoted to the
production and marketing of milk and other dairy products such as cheese, cream, yogurt,
butter and desserts. It has 16 plants nationwide, over 150 distribution centers, and over
3,500 vans that deliver products to more than 500,000 points of sale. It also has
production plants abroad, in Guatemala and the United States. The main communication
of this Group is based on its huge portfolio of healthy products with over 600
presentations, focused on taking care of those you love with slogans such as “It is so nice
to watch them grow”. Their image is that of a traditional and healthy brand, making Lala
the leader in the Mexican market. Grupo Lala joined the Mexican Stock Exchange in 2013.
Parent Company: Grupo Lala, SAB de CV
Headquarters: Durango, Mexico.
Industry: Dairy
Year of foundation: 1949
Website: www.lala.com.mx
Brand Value: $612 million USD
22. Impulsora Desarrollo y Empleo Industrial (IDEAL)
IDEAL was born in 2005 when it was divided from Grupo Financiero Inbursa, and in that
same year it was listed on the Mexican Stock Exchange to promote the creation and fast
development of physical infrastructure and human capital in Latin America. From the
beginning, this company has been formed of a team of experts, which has made it grow in
various sectors, achieving an important value today. Their main activities include the
identification, assessment, financial structuring, implementation and operation of longterm
infrastructure projects. Until today, IDEAL has worked on various infrastructure
projects for highways, the generation of electric power, water treatment, multimodal
terminals, etc. IDEAL has huge goals for the long term, and they are committed to the
development and maintenance of world-class infrastructure in Latin America.
Parent Company: Impulsora del Desarrollo y Empleo Industrial, SAB de CV
Headquarters: Mexico City
Industry: Infrastructure
Year of foundation: 2005
Website: www.ideal.com.mx
Brand Value: $ 555 million USD
23. Victoria
Victoria beer was first produced in 1865 by Compañía Cervecera Toluca y México, which
was purchased in 1935 by Grupo Modelo. This is a Vienna-style beer, which after almost
150 years is the longest-standing beer in the portfolio of Grupo Modelo. It seeks to please
consumers with its taste, especially in the regions of central and southern Mexico. It has
been exported to the United States since 2010, and is widely accepted there. Victoria was
previously considered a beer for the lower-middle class, but now its communication
efforts are focused on young adults and middle-upper class adults.
Parent Company: Grupo Modelo, SAB de CV
Headquarters: Mexico City
Industry: Beer
Year of foundation: 1865
Website: www.gmodelo.com.mx
Brand Value: $549 million USD
24. León
Yet another beer brand from Grupo Modelo, León intends to position itself as a young
alternative to more ‘adult’ and established brands. Born in Yucatan – a Mexican Southern
State – it has been able to win important market share elsewhere in the country. León has
been leveraging its positioning by heavily relating itself to young and urban cultures,
especially through music and music festivals; an important trend in the market that has
pushed brands to participate each time in more and more complex branded environments
and experience-led marketing efforts.
Parent Company: Grupo Modelo, SAB de CV
Headquarters: Mexico City
Industry: Beer
Year of foundation: 1900
Website: www.gmodelo.com
Brand Value: $504 million USD
25. Pacífico
Produced since 1900 in Mazatlán, an important port on the Mexican northwestern coast,
Pacifico is another brand from Grupo Modelo’s portfolio. Pacífico has a particularly strong
following in the Mexican northern states where it has aimed at building a more friendoriented
and relaxed brand image through campaigns that focus heavily on its particular
taste and its freshness.
Parent Company: Grupo Modelo, SAB de CV
Headquarters: Mexico City
Industry: Beer
Year of foundation: 1925
Website: www.gmodelo.com
Brand Value: $501 million USD
26. Tía Rosa
Founded in 1971, Tía Rosa is one of the key brands of Grupo Bimbo. Specialist in sweet
bread and products which are already icons in the market, such as Tortillinas Tía Rosa, this
brand has managed to generate relevance through a clear promise built around the taste
of home-made products. Tía Rosa was a milestone in the food industry in Mexico, when in
1976 it installed the first wheat flour tortilla-making machine – a strike before the boom of
industrial tortilla that allowed it to become a basic product in the diet of Mexican
consumers. Reinterpreting recipes from the rich baking tradition of the country, such as
Banderillas, Doraditas and Orejas, and giving them their own particular stamp, together
with a strong distribution network, Tía Rosa is without doubt one of the key players in the
landscape of Mexican food.
Parent Company: Grupo Bimbo, SAB de CV
Headquarters: Mexico City
Industry: Packed food
Year of foundation: 1971
Website: www.tiarosa.com.mx
Brand Value: $485million USD
27. Pétalo
Launched in 1959, Pétalo is one of the key brands of Kimberly-Clark México – one of the
main hygiene products in Mexico. The portfolio of products under the brand
Pétalo includes toilet paper, napkins, kitchen towels, cleaning towels and wrappers; all
these products belong to dynamic and competitive categories because they are used every
day. Pétalo has managed to stand out in all such categories because of its strong equity,
given that it is an outstanding, significant and differentiated brand – dimensions
developed from tradition, trust generated among users, the creation of powerful brand
cues and a wide and dynamic portfolio seeking to answer in the best possible way to the
needs of its consumers.
Company: Kimberly-Clark de México, SAB de CV
Headquarters: Mexico City
Industry: Hygiene and Beauty
Year of foundation: 1959
Website: www.petalo.com.mx
Brand Value: $463million USD
28. Mega Comercial Mexicana
The hyper-market format of Comercial Mexicana – Mega – was launched in 1993, with the
aim of offering users a wide selection of products over a large sales floor. Although it is
relatively new as a brand, this format has leveraged its success, not only because of the
assortment of products and locations, but also because of the strong heritage shared with
its parent brand – once the second largest retailer nationwide and which has created
strong links with users based on the seasons which have become key in the marketing of
the Mexican modern channel. Comercial Mexicana has strived to create more and more
complex and enjoyable in-store experiences for users in each one of its formats; in the
case of the Mega store, this meant that the whole store design was modified in 2011 to
create a more modern and appealing style which will be gradually adopted in already
established stores.
Company: Controladora Comercial Mexicana, SAB de CV
Headquarters: Mexico City
Industry: Retail
Year of foundation: 1993
Website: www.comercialmexicana.com
Brand Value: $443million USD
29. TV Azteca
TV Azteca is the second largest broadcaster in Mexico with two nationwide TV channels –
Azteca 7 and Azteca 13 – and a significant number of local stations, as well as a sister
station in the United States – Azteca América – to serve the Latin market of that country.
TV Azteca is focused not only on the dissemination but also on the production of content,
and has already in its portfolio a number of important soap operas and reality shows that
have become a part of pop culture in Mexico. TV Azteca was created in 1993 by Ricardo
Salinas Pliego, the owner of Grupo Salinas and Grupo Elektra, and one of the wealthiest
men in the country.
Company: TV Azteca, SAB de CV
Headquarters: Mexico City
Industry: Communication Providers
Year of foundation: 1993
Website: www.tvazteca.com.mx
Brand Value: $436 million USD
30. Dos Equis
Dos Equis was born in Veracruz in 1900 as a brand seeking to commemorate the arrival of
the new century. Originally called Siglo XX, Dos Equis is a brand included in the portfolio of
Cervecería Cuauhtémoc Moctezuma Heineken and represents a milestone in the history of
beer in Mexico. Dos Equis leveraged its position in the market based on a strong presence
in the country – where its Lager became the beer with the highest growth – and in the
United States – where its Ambar version became the best-selling imported dark beer.
Following Heineken’s purchase of Cuauhtémoc Moctezuma in 2010, Dos Equis was
launched in many markets worldwide, where it became popular because of its taste and
freshness, as well as its spirit as a brand that combines a traditional and modern feel.
Company: Cervecería Cuauhtémoc Moctezuma, SA de CV (subsidiary of Heinkenen
International NV)
Headquarters: Monterrey, Nuevo León
Industry: Beer
Year of foundation: 1900
Website: www.dosequis.com
Brand Value: $427 million USD