07
New
$187 $m
Pão de Açúcar
2012 was a turbulent year for Grupo Pão de Açúcar (GPA) and its main banner, the premium supermarket brand Pão de Açúcar. This particular brand appears to have suffered the most from the crisis with Groupe Casino, and the battle over control of GPA. Now the question is how the company—and the brand—will respond to new management, and how this change will impact the governance of the brand and its expression to the public. The Pão de Açúcar brand leveraged growth of private label brands through the strength of the master brand. Among the private label brands, the success of those such as Taeq, a pioneer in the segment that emphasizes well–being and living a healthier lifestyle, and Qualitá, with its promise of quality products at fair prices, culminated in a 14 percent increase in sales.