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LatAm Mexico Brand Stories

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


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


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