LatAm 2015: MEXICO | TOP 30 MOST VALUABLE MEXICAN BRANDS | 1-15
Corona’s strong Mexican heritage has allowed it to surpass geographic frontiers, and it is currently sold in over 180 countries.
Corona was first launched in 1925; that same year its parent company Grupo Modelo began operations. 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. 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 has presence.
Telcel is the leader in mobile phone services in Mexico, with approximately 71.5 million users.
Its market share is around 70% of mobiles nationwide. Even when 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 America Movil, the leader in telecommunications in Latin America, owned by the business tycoon Carlos Slim Helu.
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.
Founded in 1930, 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 and films, and owns radio broadcasters around the country.
Founded in 1925 under two 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.
Telmex is the leader in landline phone services, providing services nationwide.
Telmex is owned by ‘Telefonos de Mexico’, 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, America Movil purchased 59.5% of Telmex shares.
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 ‘Mama 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 units of Walmart de Mexico, 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.
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. Cemex was a local brand that became global, and has been involved in projects 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.
Bimbo is a brand of huge tradition and heritage with a presence 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 22 countries.
Liverpool is a brand of department stores offering clothing and homewares.
As a brand, its aim is to have people perceive it as a “part of their lives”. 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.
Banorte is a brand that has become stronger in recent years, reflecting their slogan ‘The strong bank of Mexico’.
Banorte is a 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 granted.
But 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.
Banco Inbursa, previously known as Inversora Bursatil, was formally created in September 1992.
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 Mexico. Services offered by the Group include: investment services, insurance, credit, transportation and pensions.
Back in 2002, Banco Azteca was created to serve the needs of the low- income segment.
The bank began by issuing credit only and has diversified its products since. Today it is the bank that issues the highest volume of personal credit – in 2014 it issued over 60% of the total volume in Mexico. The strength of Banco Azteca is based on almost 60 years of credit experience at Grupo Elektra, its holding company that
was founded in 1950. 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. This sets a challenge for a brand that is positioned as serving the low-income segment, but being a strong brand with customer service expertise provides a strong foundation.
Oxxo is currently the largest chain of stores in Latin America, over 12,850 stores serving almost 9 million of buyers 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 Cerveceria Cuauhtemoc Moctezuma. In 1994 it was consolidated as a separate unit independent of the beer company. In 2009, the brand was established 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 cellphones.
Banamex is the Mexican bank of tradition but was also 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 in that situation for nine years. In 2002 it became a subsidiary of Citigroup, and that same year the products and services of Citibank and Banca Confia were merged. In recent years it launched products that revolutionized the market, such as Superservicio Banamex, Tarjetahabiente Cumplido, Cuenta Basica Banamex and Mi Cuenta Banamex.
Tecate was born in 1944 in the City of Tecate, in the Mexican state of Baja California.
In 1954 Cerveceria Cuauhtemoc 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. Its communication strategy is focused exclusively on male audiences, which completely differentiates it within the category. Its slogan “For you”, is well known. Tecate has focused its efforts on increasing its presence in sports, including big boxing events, and it is a sponsor for FC Barcelona.