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Mexico: Brand Profiles

1.Corona  

Parent company: Grupo Modelo, SAB de CV

Headquarters: Mexico City

Industry: Beer

Year of foundation: 1925

Website: www.corona.com

Brand Value: $8,292 million USD

Corona’s strong Mexican heritage has allowed it to surpass geographic frontiers; it is currently sold in over 180 countries.

Corona was first launched in 1925; the same year its parent company Grupo Modelo began operations. The brand has a rich history of innovation, having been able to tie itself to Mexican culture through simple, yet iconic communications. It has created strong brand cues that relate it to relaxation and music. The group’s staple brand across the globe, it’s the best-selling Mexican beer in the world and the best-selling import beer in almost fifty of the markets in which it is present.

2.Telcel  

Parent Company: América Móvil, SAB de CV

Headquarters: Mexico City

Industry: Communications providers

Year of foundation: 1989

Website: www.telcel.com

Brand Value: $6,048 million USD

With 24 years of experience, coverage in more than 200 thousand towns and a community of more than 70 million users, Telcel is the leading wireless telecommunications company in Mexico.

Telcel is part of the América Móvil group, the largest provider of cellular communication in Latin America and third in the world. It has more than 328 million customers and is present in 18 countries in the Americas.

3.Bodega Aurrera    

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: $3,757 million USD

   

Bodega Aurrera 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 Aurrera is one of the fastest growing business unit of Walmart de México, partly because of its ability to create more flexible store formats such as ‘Mi Bodega’ in small cities, and ‘Bodega Aurrera Express’. This latter format is an interesting price-convenience offer that brings high turnover lines to urban locations which competitors using bigger formats find more difficult to reach.

4. Modelo  

Parent Company: Grupo Modelo, SAB de CV

Headquarters: Mexico City

Industry: Beer

Year of foundation: 1925

Website: www.gmodelo.mx 

Brand Value: $3,621 million USD

Founded in 1925 under two sub brands, Especial and Negra, Modelo was subsequently relaunched as one of Grupo Modelo’s first beers.

Modelo has focused on developing a strong portfolio that spans different beer types and can catch consumers with premium offerings through strong positioning cues. In particular, the use of innovative and differentiated packaging and emotionally charged campaigns that convey the premium quality and uniqueness of the products they promote.

5.Televisa  

Parent Company: Grupo Televisa, SAB

Headquarters: Mexico City

Industry: Communication Providers

Year of foundation: 1930

Website: www.televisa.com 

Brand Value: $3,244 million USD

Founded in 1930, Televisa is the largest communications company in the Spanish speaking world and one of the most important players in the global entertainment business.

Televisa 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. Televisa also publishes and distributes magazines, films and owns radio broadcasters around the country.

6. Telmex  

Parent Company: América Móvil, SAB de CV

Headquarters: Mexico City

Industry: Telecommunications provider

Year of foundation: 1947

Website: www.telmex.com 

Brand Value: $2,740 million USD

Telmex is the leader in landline phone services, providing services nationwide.

Telmex is owned by Teléfonos de México, a company created in 1947, nationalized in 1972 and re-privatized in 1990. At that point, 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.

7. Bimbo  

Parent Company: Grupo Bimbo, SAB de CV

Headquarters: Mexico City

Industry: Food

Year of foundation: 1943

Website: www.grupobimbo.com 

Brand Value: $2,666 million USD

Bimbo is a world leader brand in the baking industry with huge tradition and heritage in the Mexican market dating back to 1943.  

Bimbo’s bakery products are common features 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 almost every store in Mexico through an excellent distribution network. Bimbo also has a significant presence abroad as a result of the expansion of Grupo Bimbo and its portfolio of over 10,000 products to 32 countries.

8. Banorte  

Parent Company: Grupo Financiero Banorte, SAB de CV

Headquarters: Mexico City

Industry: Financial services

Year of foundation: 1947

Website: www.banorte.com 

Brand Value: $2,515 million USD

Banorte is a brand that has become stronger in recent years, reflecting its slogan “The strong bank of Mexico”.

Banorte is part of Grupo Financiero Banorte, a Group that successfully completed mergers and acquisitions to become the third largest bank in the Mexican financial system (based on the size of deposits and credits). The bank started operations in its current guise in 1947 but its origins stretch back to 1899, under the name ‘Banco Mercantil del Norte’.

9. Cemex    

Parent Company: Cemex, SAB de CV

Headquarters: Monterrey

Industry: Industry / Cement

Year of foundation: 1906

Website: www.cemex.com 

Brand Value: $2,353 million USD

Cemex is a leader in the production and marketing of concrete, cement and other building materials.

Cemex is a well-known name not only in Mexico, where it has over 100 years of history, but also in the rest of the world. It was a local brand that became global, and has been involved in projects from around the world: tunnels in America, highways in Asia, social housing in South America. As a company, it is making efforts to become a more agile competitor capable of meeting the growing demand for housing and infrastructure all over the world during the next four decades.

10. Liverpool  

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: $2,192 million USD

El Puerto de Liverpool S.A.B. de C.V., commonly known as Liverpool, is a mid-to-high end retailer which operates the largest chain of department stores in Mexico, operating 17 shopping malls. Its 85 department stores comprise 73 stores under the Liverpool name, 22 stores under the Fábricas de Francia name, 6 Duty Free stores, and 27 specialized boutiques.

Its aim is to have people perceive it as “part of their lives”. In order to get closer to consumers, it has expanded to cover a huge area of 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 to consumers.  

11. Tecate

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: $1,838 million USD

Tecate was founded 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. The brand is characterized by innovation in its product presentation – it was the first company to use cans for packaging beer in Mexico.

In addition to being an innovative brand, Tecate is a socially responsible brand. Its campaign for a Mexico without gender violence is a campaign that lays the foundation for a new relationship with men, with women and with Mexico.

12. Sol

Parent company: CM/Heineken

Headquarters: 1899

Industry: Beer

Year of foundation: 1899

Website: www.sol.com.mx 

Brand Value: $1,228 million USD

“El Sol” was first launched in 1899 as a popular beer for the working class.

In 1912 the brand was acquired by Cervecería Moctezuma and its name changed simply to Sol. In 1980 it began its successful expansion, first in the United Kingdom, then progressing to more than 50 countries in Latin America, Europe, Asia and the Middle East. Its brand portfolio comprises several sub-brands such as: Sol, Sol Cero (the first non-alcoholic beer in Mexico), Sol Clamato (beer with tomato juice), Sol Limón (beer with lemon and salt) and Sol Michelada (beer with a perfect mix of sauces). Sol’s marketing activities has focused on sponsoring Mexican soccer clubs since 1993, but recently it has also ventured into music festivals.

13. Banco Azteca  

Company: Grupo Salinas SA de CV

Headquarters: Mexico City

Industry: Financial Institutions

Year of foundation: 2002

Website: www.bancoazteca.com.mx 

Brand Value: $1,167 million USD

The strength of Banco Azteca is based upon almost 60 years of credit experience at Grupo Elektra, an unparalleled debt collection system, and state-of-the-art technology that supports solid management practices. With more than 5.2 million savings accounts, Banco Azteca continues showing dynamic growth in every banking variable of significance. In addition to consumer credit for goods (Credimax) Banco Azteca offers credit cards, personal loans, as well as car loans and mortgages, among other types of credit. Through Empresario Azteca it offers small business loans. Additionally, Banco Azteca offers payrolls systems, and as an agent for Procampo, a government agricultural financing program, the bank has reinforced its presence in rural areas.

Banco Azteca currently operates through Grupo Salinas’ stores: Elektra, Salinas & Rocha and Bodega de Remates which together account for more than 3,762 direct customer touchpoints. Recent efforts point towards targeting the middle class with very specific products, and a higher relevance of digital technology in its offer.

14. Citibanamex    

Parent Company: Banco Nacional de México, SA de CV (subsidiary of Citigroup Inc.)

Headquarters: Mexico City

Industry: Financial Institutions

Year of foundation: 1884

Website: www.banamex.com 

Brand Value: $1,165 million USD

Banamex is a long-standing Mexican bank that was an early pioneer of online banking in Mexico.

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 so for nine years. In 2002 it became a subsidiary of Citigroup, and that same year the products and services of Citibank and Banca Confía were merged. In recent years it has launched products that have revolutionized the market, such as Superservicio Banamex, Tarjetahabiente Cumplido, Transfer Banamex, Tarjeta Saldazo, Cuenta Básica Banamex and Mi Cuenta Banamex. Citigroup has recently unveiled plans to invest US$1 billion in its Mexican business Banamex, and is re-branding as Citibanamex. With this new investment, Citi will equip its branches with smart banking technology and expand operations in major Mexican cities, including Guadalajara, Monterrey, and Mexico City. The upgrading of technology platforms and the development of solutions for key customer segments, in addition to the installation of hundreds of ATMs across the country, are the major initiatives on Citigroup’s agenda.

15. Inbursa          

Parent Company: Grupo Financiero Inbursa, SAB de CV

Headquarters: Mexico City

Industry: Financial Institutions

Year of foundation: 1992

Website: www.inbursa.com 

Brand Value: $1,146 million USD

Banco Inbursa, previously known as Inversora Bursátil, was formally created in 1992.

It was formed as a result of the government authorizing the creation of new banks in order to promote competition in the financial sector. It is a subsidiary 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. The company is owned by Mexican billionaire, Carlos Slim.

16. Oxxo

Parent Company: Fomento Económico Mexicano, SAB de CV

Headquarters: Monterrey, Nuevo León

Industry: Retailing

Year of foundation: 1978

Website: www.oxxo.com 

Brand Value: $1,010 million USD

Oxxo is currently the largest chainstore in Latin America, with almost 13,000 stores serving over 9 million customers per day.

Oxxo is owned by FEMSA, the largest Coca-Cola bottling company worldwide. It was founded in Monterrey in 1978 with the purpose of promoting the 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 launched in Colombia. Oxxo as a brand is focused on building the country’s convenience store par excellence: not only does it sell everyday products but has expanded its portfolio to services such as bus tickets and prepaid pay as you go cellular phones. Oxxo entered the gas station business through OXXO gas and in the pharmaceutical industry with YZA pharmacies which has more than 550 establishments.

17. Marinela

Parent Company: Grupo Bimbo, SAB de CV

Headquarters: Mexico City

Industry: Packed food

Year of foundation: 1954

Website: www.marinela.com.mx 

Brand Value: $933 million USD

To bake loads of fine cakes for everyone to enjoy anytime they want, that´s what Marinela´s founder aimed when creating the company in 1954. It soon began producing convenient bakery-style birthday cakes packed with matches to light the candles. These were followed by slices and individual-sized cakes sold without packaging in paper baking cups.

With this mission in mind, ‘Gansito’ was created as Mexico’s first industrially manufactured cake. Gansito was so successful that when Bimbo purchased Marinela, the latter maintained an exclusive distribution means for its best-selling product. In 1980 the brand expanded to the United States, and in 1992 entered the South American market.

18. Maseca      

Parent company: Gruma SAB de CV

Headquarters: Mexico City

Industry: Food

Year of foundation: 1949

Website: www.gruma.com 

Brand Value: $882 million USD

Gruma, S.A.B. de C.V., known as Gruma, is a Mexican multinational corn flour and tortillas manufacturing company headquartered in Monterrey. Its brand names include Mission (Misión in Mexico), Guerrero and Maseca. The latter is Mexico’s leading corn flour brand - the base ingredient for tortilla, one of the country’s food staples.

The brand was launched following Gruma’s foundation of the first nixtamal flour facility in the world, in 1949. Beyond its home territory, Maseca is also an important player in theEuropean, African and Middle Eastern corn grits markets. The brand has been built upon superior quality and the omnipresence of the tortilla across the nation.

19. Sanborns  

Parent Company: Grupo Sanborns, SAB de CV

Headquarters: Mexico City

Industry: Restaurants

Year of foundation: 1903

Website: www.sanborns.com.mx 

Brand Value: $827 million USD

Sanborns has grown from a single pharmacy into a large department store chain.

Sanborns offers on-premise food services and retail space that includes a wide variety of departments such as jewelry, bakery, book store, 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 became a tourist attraction in Mexico City because of its architecture) in 1919. It was acquired in 1985 by Grupo Carso, and in 1999 Grupo Sanborns was created, connecting Sanborns to brands such as Sears, iShop and Mix Up.

20. Victoria

Parent Company: Grupo Modelo, SAB de CV

Headquarters: Mexico City

Industry: Beer

Year of foundation: 1935

Website: www.gmodelo.mx 

Brand Value: $607 million USD

Victoria beer was first produced in 1865 by Compañía Cervecera Toluca y México, which was purchased in 1935 by Grupo Modelo.

This Vienna-style beer is the longest-standing product in the portfolio of Grupo Modelo. Particularly popular in the regions of central and southern Mexico, it has also been successfully exported to the United States since 2010. Victoria has in recent years re-defined its target market; previously considered a beer for the lower-middle class, its communication efforts are now more focused on young and middle-upper class adults.

21. Elektra      

Parent Company: Grupo Elektra, SAB de CV

Headquarters: Mexico City

Industry: Retail

Year of foundation: 1950

Website: www.elektra.com.mx 

Brand Value: $552 million USD

   

The management model of Grupo Elektra focuses on two Businesses: Commercial and Financial. Part of its commercial business, Elektra provides world class products and services to lower end of the socioeconomic pyramid. Products include electronics, appliances, furniture, motorcycles, mobile telephony, computing, and electronic money transfers.

Elektra is part of Grupo Elektra S.A.B. of C.V.  the leading specialized financial and trade services company in Latin America and the largest provider of short-term non-bank loans in the United States.

22. Aeroméxico    

Parent company: Grupo Aeroméxico, S.A.B. de C.V.

Headquarters: Mexico City

Industry: Ailines

Year of foundation: 1934

Website: www.aeromexico.com 

Brand value: $544 million USD

         

Aeromexico has been flying for 82 years constantly innovating with new routes such as Asia and with a renovated and modern fleet. Considered the best airline in Mexico by Global Traveler, Aeromexico lets you personalize your travel experience more and more with the new Basic, Classic, Flexible, AM Plus, Comfort and Premier rates. To give the best traveling experience Aeromexico connects you with the best local experiences through its Curio app. Always looking to differentiate themselves their advertising focuses on ending prejudices about the destinations to which it flies and aviation.

23. Soriana  

Parent Company: Organización Soriana, SAB de CV

Headquarters: Monterrey, Nuevo León

Industry: Retail

Year of foundation: 1905

Website: www.soriana.com 

Brand Value: $527 million USD

Soriana is a grocery and department store retail chain headquartered in Monterrey, Mexico. The company is 100% capitalized in Mexico and has been publicly traded on the Mexican stock exchange, since 1987.  

It currently has over 650 stores divided into seven formats: Soriana Híper Plus, Soriana Híper, Mega Soriana, Soriana Súper, Mercado Soriana, Bodega Soriana, Soriana Express, a membership club City Club and the Super City convenience store chain.

In 2007, leasing rights were purchased from Gigante for over 200 stores. In early 2015, they agreed to purchase 160 stores from competitor Comercial Mexicana.

24. Pacífico

Parent Company: Grupo Modelo, SAB de CV

Headquarters: Mexico City

Industry: Beer

Year of foundation: 1925

Website: www.gmodelo.mx 

Brand Value: $521 million USD

Produced since 1900 in Mazatlán, an important port on the Mexican northwestern coast, Pacifico is another brand from Grupo Modelo’s portfolio.

Pacífico is particularly popular in the Mexican northern states where it has aimed at building a more friend-oriented and relaxed brand image, using campaigns that focus heavily on its distinctive taste and freshness.

25. León

Parent Company: Grupo Modelo, SAB de CV

Headquarters: Mexico City

Industry: Beer

Year of foundation: 1925

Website: www.gmodelo.mx 

Brand Value: $519 million USD

Another beer brand from Grupo Modelo, León positions itself as a young alternative to more ‘adult’ and established brands.

From its origin in Yucatan, León has won important market share elsewhere in the country. It has leveraged its positioning by associating itself with young and urban cultures, especially through music and music festivals. This is an important trend in the market that has pushed brands to participate in ever-more complex branded environments and experience-led marketing efforts.

26. Superama  

Parent Company: Wal-Mart de México, SAB de CV

Headquarters: Mexico City

Industry: Retail

Year of foundation: 1965

Website: www.superama.com.mx 

Brand Value: $454 million USD

Superama is the premium store format of Wal-Mart de México, focused on offering grocery quality, convenience and service to consumers.

Superama leverages the medium size of its premises to enable it to operate from locations close to urban consumers, offering carefully selected products. Superama has an innovative streak, as demonstrated when it developed a phone app and e-commerce sales in response to changing shopping trends.  

27. Bachoco        

Parent Company: Bachoco

Headquarters: Guanajuato

Industry: Food

Year of foundation: 1952

Website: www.bachoco.com.mx 

Brand Value: $416 million USD

Bachoco is the main producer of chicken in Mexico and the second in egg. In addition, it has different growth opportunities in value-added products, such as ready to cook items, seasonings and marinated products.

The brand has done an excellent job with their advertising, their creative pieces are popular across the country due to their Mexican references.

28. Tia Rosa

Parent Company: Grupo Bimbo, SAB de CV

Headquarters: Mexico City

Industry: Packed food

Year of foundation: 1971

Website: www.tiarosa.com.mx 

Brand Value: $413 million USD

Tía Rosa is one of Grupo Bimbo’s key brands. It specializes in iconic products such as Tortillinas Tía Rosa.

Founded in 1971, this brand generates relevance through a promise built around the taste of homemade products. Tía Rosa marked a milestone in Mexico’s food industry when in 1976 it installed the first wheat flour tortilla-making machine. The brand is known for reinterpreting recipes from the country’s rich baking tradition, such as Banderillas, Doraditas and Orejas, and giving them their own particular stamp. This, together with a strong distribution network, has made Tía Rosa one of the key players in the landscape of Mexican food.

29. Montejo  

Parent Company: Grupo Modelo, SAB de CV

Headquarters: Mexico City

Industry: Beer

Year of foundation: 1900

Website: www.montejo.com 

Brand Value: $348 million USD

One of the many beer brands owned by Grupo Modelo, Montejo was established in 1900 in Mérida, Yucatan.

Montejo is an authentic Mexican beer that was named for the founding father of the city of Mérida: Don Francisco de Montejo. The product was originally a dark Vienna lager before it became a Czech Pilsner. Today, it has a light golden color and is renowned for its crisp, refreshing finish. Montejo has never been brewed outside Mexico but the brand was recently launched in the United States.

30. Volaris  

Parent Company: Concesionaria Vuela Compañía de Aviación, S.A.P.I. de C.V.

Headquarters: Mexico City

Industry: Airlines

Year of foundation: 2003

Website: www.volaris.com 

Brand Value: $339 million USD

Volaris is an ultra-low-cost airline committed to arrive on time to your destination,  offering flights in and out of Mexico, the United States, Guatemala, Costa Rica and Puerto Rico.

Volaris offers cheap plane tickets, good quality service and a vast choice of products. It was formed in 2003 when Discovery Americas and Columbia Equity Partners investment funds joined forces with TACA Airlines to integrate a new Mexican ultra low-cost airline that would offer the opportunity of air travel to more Mexicans.

Volaris has the youngest aircraft fleet in Mexico, with an average age of four years; the fleet includes 68 Airbus used for flights to Mexico and the United States. It is listed on the Mexican Stock Exchange and New York Stock Exchange.