In the 2014 BrandZ ranking of Argentina’s most valuable brands, YPF took first place once again, followed by Personal, which climbed in the ranking, and then Quilmes.
Evidently, YPF is an exemplar for the
other fuel brands, not least for the way it
has forged a strong emotional bond with
consumers. This is because it is a brand with
a long track record. Founded in 1922, it has
created a significant number of jobs (46,000
today) from its exploration and exploitation
to distribution, sales and products made
from oil. YPF’s activity has boosted the
development of cities in the south of the
country, such as Comodoro Rivadavia,
Las Heras, Caleta Olivia and Plaza Huincul,
making the enterprise highly important to
the local economy development.
During the 90’s, like many other state
companies, YPF was privatized, and most
of its share belonged to Repsol, a Spanish
company. In April 2012, the president
Cristina Fernández de Kirchner introduced
a bill that saw the State take over the
company; the main reason stated was
the strong reduction in oil reserves as a
consequence of reduced exploration activity.
Currently, the Argentine State owns 51% of
the patrimony and an oilfield, Vaca Muerta.
This has generated high expectations
thanks to its potential for obtaining gas
and oil resources, which may ultimately see
Argentina’s current reserves multiply by 10.
YPF has also had heavy ad investment and
was the Official Sponsor of Argentina’s
football team during the 2014 FIFA World
Cup, focusing on Argentine patriotism and
the pride in the National team.
Following YPF in the BrandZ™ ranking,
we find Personal (within the mobile phone
market), plus Telecom Argentina (telephone
service) in fourth place, both brands
belonging to the Telecom Argentina group.
Personal has an important share in a very
competitive scenario, with devices, plans
and strong promotional activity that bring
the brand closer to young people – the
Personal Fest, for example, is an event it has
been organizing for ten years.
Quilmes is a leading beer brand in a market
developing alternatives flavours, thus creating
a very competitive category. The brand has a
strong presence in the consumer’s repertoire,
and is often the first choice. It also creates a
clear differentiation by setting trends in which
its successful ads play a leading role – Quilmes
owns the concept of “meeting”, of “enjoying
fun moments with friends”. This is one of the
brand’s biggest achievements, with consistency
over time and a differentiated message within a
market where other important players are also
heavily investing in advertising.
In the banking category, Banco Galicia is one of
the biggest advertising presences, along with
Santander Río and Banco Francés. The “couple
of Banco Galicia” has gone beyond the usual ad
campaign reach, being an activity format which
catches the consumer’s attention and conveys
clearly its “quiero” benefits program, which
allows clients to use the accumulated points
when, where and how they want.