Welcome to the inaugural WPP BrandZ™ Top 30 Most Valuable Italian Brands ranking
David Roth
CEO, The Store WPP, EMEA & Asia and Chairman, BAV Group
[email protected]
Twitter: @davidrothlondon
Blog: www.davidroth.com
| We are tremendously excited to bebringing the BrandZ™ study to Italy. Thisis the fourth-largest economy in theEuropean Union, and is home to someof the most recognizable and mostcoveted brands on the planet. TakeFerrari, Lamborghini and Maserati justfor starters, along with fashion labelsfrom Armani to Zegna, and householdnames in food and drink.
But Italy is also home to strong, valuablebrands in media, telecoms andbanking, and to outstanding precisionengineering in sectors as varied asexercise equipment and yacht building.This nation has been built on the successof small businesses; on craftspeopleand experts with great vision, passion,know-how and determination.
This ground-breaking study ranksthe country’s most successful brands,analyzes their strengths, and identifiesthe key forces that are driving growthin this market. It is the first edition ofan annual review that will track andanticipate the changing environmentfor brands in Italy, and will chart thefortunes of the country’s most valuablebrands.
It is also an opportunity for us to throwa spotlight on what makes “Brand Italy”such a great asset to the country, and tocelebrate those brands that contributeto the strong perceptions of Italyabroad.
We take an exclusive, in-depth lookat what Brand Italy represents toconsumers around the world. Dataand analysis from the “Best Countries”research done by Y&R’s BAV Group,with Partners US News and the WhartonBusiness School, shine a light on howcountry of origin affects Italian brands.We show that modern Italy is no longerjust the home of fine art, a rich history,and la dolce vita. Italian engineering,design and creativity are poweringworld-class Italian brands, both youngand old.
This is why WPP is investing significantlyin Italy. This is a key growth market for usin Europe, and this year, WPP will unveila very physical sign of our commitmentto Italy, and our belief in the strengthof the opportunity here. A new WPPCampus will open in Milan, bringingtogether about 1,800 people from ouradvertising, media, public relations, datamanagement and digital companies.This co-location of our businesses in arenovated former factory will not onlycreate horizontality between all of ourcompanies, but will also foster creativity,efficiency and collaboration, for thebenefit of all of our clients in Italy. It is aclear demonstration of our long-termvision for this market.
Whether you’re an Italian brand or aglobal name, in this report you’ll findknowledge and insight to help youcreate and grow brands in Italy – andfarther afield – more effectively.
On page 36, Take Aways providesuccinct, action-orientedrecommendations for brands based onour expert analysis of the market. We’vealso included summaries of Italy’s Top30 most valuable brands. Brand expertsfrom WPP companies across Italy sharetheir market wisdom and sharp insightsthrough extensive Thought Leadershipand Best Practices essays.
And we present all this with stunningphotography and a vibrant design thatreflects the essence of the country itself.At WPP, the global communicationsservices leader, our companies havebeen engaged in Italy for over 30years. Today, 3,000 people work acrossWPP companies in seven Italian cities,providing advertising, marketing, insight,media, digital, shopper marketingand PR expertise. It’s part of our globalpresence in 113 countries. By linkingall this talent, creativity, wisdom, andhorizontality, we amplify global trendsand insights that help our clients inuseful and unique ways.
At WPP, we’re passionate about usingour creativity to create and build strong,differentiated brands that deliverlasting shareholder value. To learn moreabout how to apply our experience andexpertise to benefit your brand, pleasecontact any of the WPP companiesthat contributed expertise to this report.Turn to page 236 for summaries of eachcompany and the contact details of keyexecutives. Or feel free to contact medirectly.
Go to brandz.com to learn more. |