National Branding

1. Logo and slogan, what does it mean ?

R/ According to data from the Secretariat of Tourism of Mexico, the country brand of that
nation has a personality where a maiden and an explorer are added, resulting in selfless
service; optimism; adventure; freedom and discovery.

The country brand Mexico has its own attributes of its cultural identity, its landscapes, a
particular gastronomy. Anyone can quickly think of the very vivid colors of the typical
Mexican costumes, the music of the mariachis. There is also a reference that Mexico has
relatively low production costs compared to its northern neighbors. All these distinctive
features are also integrated into the broad concept of the country brand Mexico.

The Tourism Promotion Council of Mexico presented the Mexico brand as a symbol of unity
and integration of regions and sectors. In the chosen logo, which seeks to show the
immense natural and cultural wealth of the country, each letter of the word "Mexico" had its
own meaning: M of millennial civilization, E of nation born of two worlds, X of symbol of
encounter, I of verticality, modern aspirations, C of vitality, natural resources, O of seas and
skies, natural beauty). The motto chosen was "Mexico: unique, diverse and hospitable".

Mexico's slogan means that it is a country that has a very high cultural content, and its
culture is part of a market that is internationally recognized and has positioned them
internationally as a great tourist destination. Thanks to this international recognition, tourism
has been one of the main sources of the country's economic development.

2. What are the cultural and economic values enhanced for the international
market?

R/ The Mexico Brand is based on the cultural and tourist wealth that positions the country for
its great wealth and greatness in the world, which has much to offer national and
international tourism. Mexico is currently the sixth most visited country by international
tourism. In 2017 alone, Mexico received more than 39 million tourists, the largest number in
the country's history.

The Country Brand drives Mexico with an avant-garde vision that highlights our customs,
experiences and cultural heritage, with 121 magical towns, the best beaches, 11 thousand
kilometers of coastline, indigenous festivals, among other attractions.Today, the Mexico
Brand is in the 14th position among 100 countries evaluated, with a value of one thousand
69 million dollars that makes it the most valuable Country Brand in Latin America.

3. How much had improved the nation economy growth thanks to its
brandings?

R/ These are Mexico's most valuable brands that represent value in the Mexican market and
culture.

Corona's global success is due to the brand's ability to generate affiliation through
entertainment and love attributes associated with Mexican and Latino culture. The beer
industry is recognized worldwide, but very few beers reach a brand identity so strong as to
become an icon, however the case of Corona is exceptional, as it is not only a
representative image within its industry, but has also reached the most evolved level of
brands, that of being an icon for Mexico. The economy growth has also depended on the
exportation of the beer since Corona is the world's largest beer exporter with sales of 2,814
million dollars, an increase of 10.7% compared to 2015, so that one out of every five beers
exported in the world was produced in Mexico, becoming this brand in the most valuable
beer on a global level. Corona, as a cultural distinction in Mexico, has provided of work for
around 32.000 persons charged on producing this beer with the slogan “In every bottle of
Corona you open in the world you have a little piece of Mexico with you”.

Corona is also a brand that is responsible to consumers through its awareness campaigns
on responsible consumption of alcoholic beverages. And finally events such as the Corona
Capital music festival have become emblematic for young people.

In the other hand, we have Bimbo. One of the most famous Mexican brand encouraged to
caught out the attention of the Mexican family providing a healthy feeding. Bimbo has also a
market capitalization of 13.8 million dollars, 2.4 million points of sale, 129,000 employees,
has made 53 acquisitions from 2000 to date and has grown at a rate 5 or 6 times higher than
the growth of Gross Domestic Product (GDP).