LatAm 2015: BRAZIL | TOP 50 BRANDS | 1-10
Skol is Brazil’s most popular beer. Its marketing emphasizes enjoyment of life and appeals especially to young people.
The brand was launched in 1964 in Europe and in 1967 in Brazil. By 1988, it had risen to become the market leader for beer in Brazil, a position it still retains.
A pioneer of innovation, in 1971 Skol was the first canned beer in the market, in 1989 it launched the first aluminum can and in 1993 the long necked bottle.
Its brand positioning is focused on young people: Skol has promoted various music festivals throughout Brazil, which has strengthened the brand with this audience.
With the acquisition of HSBC operations in Brazil, Bradesco became the second largest private bank in terms of total assets. The bank is the world’s thirty- second largest in market capitalization in 2014.
Bradesco offers online banking, insurance, pension plans, credit card services, savings bonds, and personal and commercial loans. The bank continues with its strategy to become Brazil’s most accessible bank, mainly by having its own branches around the country. It also intends to reach potential new customers among the country’s rising middle class.
Bradesco pioneered the sale of insurance and pension plans through its subsidiary Bradesco Seguros
Itau? is the largest Brazilian private bank in terms of total assets, the largest financial conglomerate in Latin America and the world’s twenty-third largest bank in terms of market value in 2014.
Established 70 years ago, Itau? evolved to its current size as a result of the 2008 merger of Banco Itau? and Unibanco. The bank, which operates in South America, Europe, Asia and the United States, has almost 4,200 branches and almost 28,000 ATMs in Latin America. Following the merger, Itau? is building on its reputation for innovation and efficiency, emphasizing personal service with the tagline Feito para Voce? (Made for You). Like its competitor Bradesco, Itau? is also aiming to attract new customers from Brazil’s rising middle class, by offering credit cards to individuals who, until now, lacked access to bank credit.
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 31 countries. Founded in 1888 by Companhia Cervejaria Brahma, the brand is owned by AB InBev, the world’s largest brewer.
In 2007, Brahma launched the Brahma Fresh in the Northeast region, in order to compete with low-price beers.
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 Conco?rdia SA Indu?stria e Come?rcio, Sadia also produces dairy products and serves both consumers and commercial customers, including fast-food chains. Sadia is part of BRF, a public company formed in 2009 by the merger of Sadia with another food giant, Perdiga?o. Exporting activities began in the 1970s with the sale of frozen halal-certified chicken to the Middle East.
Antarctica is a leading Brazilian beer and soft drink.
Launched in 1885 in Sa?o Paulo, Antarctica adopted the image of two penguins as its logo in 1935. This logo continues to symbolize the brand. Antarctica beer is positioned as “the beer for the good moments of life.” The brand’s most popular soft drink is a soda called Guarana? Antarctica made from the tropical guarana? berry.
In 1999, Antarctica combined with Brazil’s other large beer brand, Brahma, to form AmBev, which subsequently joined with Belgium’s Interbrew to become the world’s largest beer marketer, now called AB InBev.
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 1.6 million sales representatives (“consultants”) in Argentina, Australia, Brazil, Chile, Colombia, United States, France, Mexico, Peru and Venezuela.
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.
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.
Bohemia was acquired by 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. In 2008 Bohemia became part of a still larger company known as Anheuser-Busch InBev.
BTG Pactual is the leading investment bank in Latin America.
It was established in 1983 as a brokerage in Rio de Janeiro. In May 2006, UBS AG purchased Pactual, creating “UBS Pactual”, the division of UBS in Latin American countries. In October 2008, a group of partners left UBS Pactual and joined with Persio Arida to create BTG, a global investment company with offices in Sa?o Paulo, Rio de Janeiro, London, New York and Hong Kong. In 2009, BTG acquired UBS Pactual, resulting in the creation of BTG Pactual. BTG Pactual specializes in investment banking, wealth management and asset management.
Ipiranga is Brazil’s largest private fuel distribution company, with a network of approximately 7,100 service stations.
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. The collection of gas stations began to consolidate under the Ipiranga name.
The brand, with its slogan “Passionate about cars, like every Brazilian” (“Apaixonados por carro, como todo brasileiro”) is well known by Brazilians. This strong equity plays a role in swaying consumer decisions in a highly commoditized category where convenience is often the key driver.