PEMEX, the Mexican oil and gas company is one of the most important corporations and the largest in Latin America. It has been recognized as the most valuable company in México in 2017 as well as in Latin America in 2018 by Brand Finance (one of the most important global brand valuation company). PEMEX has become one of the few, fully integrated oil companies, by developing an entire process chain: beginning with exploration, production, industrial processing/refining, logistics and marketing. It operates under the PEMEX franchise, the gas station business model that has provided gasoline and diesel within the country under the PEMEX brand for more than 25 years. The PEMEX franchise was renovated in 2017 in order to offer new benefits and experiences to its franchisees and consumers, becoming the most competitive option in the oil and gas market.