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Highlights

BRAND VALUE

Sector giants come top of the table The value of the BrandZ Top 30 Most Valuable Italian Brands.. Read more

KEY RESULTS

Top 30 Italian brands worth close to EU72.5 billion The combined value of the BrandZ Top 30 Mos.. Read more

Key take-aways

 1. Draw on heritage, but don’t just be old Longevity in the fickle world of busines.. Read more

Cross-category Trends

  1. The rise of online shopping The growth of e-commerce is gathering momentum, with.. Read more

BRAND VITALITY: FUELING DYNAMISM

How to give Italian brands an energy boost Just as there are many contributors to human wellbei.. Read more

SHARE PRICE: Brand boosts the bottom line

 Valuable brands deliver superior shareholder returns Strong brands do far more than win i.. Read more

WELCOME: Rich heritage inspires modern vision

 Betting long term on European powerhouse Welcome to the inaugural WPP BrandZ™ Top 3.. Read more

OVERVIEW: Confidence driving slow but steady growth

Startups help fuel diverse economyThe outlook in Italy right now is bright, and not just because of .. Read more

MEDIA: Investment moves online as Italians switch to social

 Investment moves online as Italians switch to social The heart of the Italian home has lo.. Read more

Thought Leadership & Analysis

The 5 steps of storytelling: Exploring the narrative structure of a brand

Alberto De MartiniCEO and head of strategiesRed CellAlberto.Demartini@redcell.com  As we c..

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Digital and brands: Nothing has changed, but everything has changed

Federica Ilaria FornaciariChief Digital Officer / Professor of Digital MarketingYoung & Rubicam ..

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Make it real: The opportunity for authenticity

Elena SilvaManaging DirectorCohn & Wolfe ItalyElena.Silva@cohnwolfe.com The Cohn & Wolf..

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DRIVING ORGANIZATIONAL CHANGE: How brand can turn corporate culture on its head

Antonio MarazzaGeneral ManagerLandor MilanAntonio.Marazza@landor.com It is clear that to activa..

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Decisions, decisions: The role of experience when AI makes our choices

Eugenio TavolaroCOOKantar InsightsEugenio.Tavolaro@kantar.com Imagine a future in which machine..

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Pride of a nation

 Massimo CostaCountry ManagerWPP ItalyMassimo.Costa@wpp.com  Brands are the often onl..

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Thinking differently: How design can fuel human-centric brand strategy

Irene SeraficaStrategic Design LeadCBA ItalyIrene.Serafica@cba-design.it  Today we live in..

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The trust economy: Are you ready for the ride?

Mauro StoicoGeneral Manager, ItalyKantar MediaMauro.Stoico@kantarmedia.comThe rise of ad-blocking so..

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Beyond the numbers: Building brands online is much more than clicks and views

Roberto RossiHead of Media & DigitalKantar Millward BrownRoberto.Rossi@kantarmillwardbrown.comTh..

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Let's get phygital: It takes more than digital data to drive growth

Pietro LeoneGlobal Chief Operating OfficerGeometry IntelligencePietro.Leone@geometry.com  ..

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Esselunga

Esselunga Company: Esselunga SPABrand value: US$477 millionHeadquarter city: Limito di Pioltell..

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CAMPARI

CAMPARI Company: Davide Campari-Milano SpABrand value: US$480 millionHeadquarter city: MilanCat..

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Lavazza

LavazzaCompany: Luigi Lavazza S.p.A.Brand value: US$715 millionHeadquarter city: TurinCategory: Soft..

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Pirelli

 PirelliCompany: Pirelli & C. S.p.A.Brand value: US$891 millionHeadquarter city: MilanCateg..

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Bulgari

BulgariCompany: Bulgari Brand value: US$909 millionHeadquarter city: RomeCategory: LuxuryYear f..

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Barilla

BarillaCompany: Barilla GroupBrand value: US$971 millionHeadquarter city: ParmaCategory: Food & ..

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Banca Mediolanum

 Banca Mediolanum Company: Banca Mediolanum SpABrand value: US$999 millionHeadquarter city..

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A2A

 A2A Company: A2A SpABrand value: US$1,050 millionHeadquarter city: MilanCategory: EnergyY..

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Wind

 WindCompany: Wind Tre SpABrand value: US$1,127 millionHeadquarter city: MilanCategory: Telecom..

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FIAT

 FIATCompany: Fiat Chrysler AutomobilesBrand value: US$1,130 millionHeadquarter city: TurinCate..

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Mediaset

 MediasetCompany: Mediaset SpABrand value: US$1,485 millionHeadquarter city: MilanCategory: Ent..

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Fendi

 FendiCompany: FendiBrand value: US$1,545 millionHeadquarter city: RomeCategory: LuxuryYear for..

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MSC Crociere

 MSC Crociere Company: MSC Crociere SpABrand value: US$1,599 millionHeadquarter city: Geneva, S..

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RAI

 RAICompany: RAI - Radiotelevisione Italiana SpABrand value: US$1,641 millionHeadquarter city: ..

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Salvatore Ferragamo

 Salvatore FerragamoCompany: Salvatore Ferragamo SpABrand value: US$1,689 millionHeadquarter ci..

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UniCredit

UniCreditCompany: UniCredit SpABrand value: US$1,869 millionHeadquarter city: MilanCategory: BanksYe..

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COSTA CROCIERE

COSTA CROCIERECompany: Carnival Corporation & PlcBrand value: US$1,877 millionHeadquarter city: ..

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BOTTEGA VENETA

BOTTEGA VENETACompany: KeringBrand value: US$1,948 millionHeadquarter city: Lugano, SwitzerlandCateg..

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Intesa Sanpaolo

 Intesa SanpaoloCompany: Intesa Sanpaolo SpABrand value: US$2,210 millionHeadquarter city: Turi..

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FERRERO ROCHER

FERRERO ROCHERCompany: The Ferrero GroupBrand value: US$2,372 millionHeadquarter city: LuxembourgCat..

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ARMANI

ARMANI Company: Giorgio Armani SpABrand value: US$2,460 millionHeadquarter city: MilanIndustry:..

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GENERALI

 GENERALICompany: Assicurazioni Generali SpABrand value: US$2,526 millionHeadquarter city: Trie..

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Nutella

NutellaCompany: The Ferrero GroupBrand value: US$2,840 millionHeadquarter city: LuxembourgCategory: ..

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ENI

ENICompany: Eni SpABrand value: US$3,131 millionHeadquarter city: RomeCategory: Oil and GasYear form..

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FERRARI

 FERRARICompany: Ferrari NVBrand value: US$3,488 millionHeadquarter city: MaranelloCategory: Ca..

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PRADA

 PRADACompany: Prada SpABrand value: US$4,082 millionHeadquarter city: MilanIndustry: LuxuryYea..

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Kinder

 KinderCompany: The Ferrero GroupBrand value: US$6,904 millionHeadquarter city: LuxembourgCateg..

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Enel

 EnelCompany: ENEL SpABrand value: US$7,355 millionHeadquarter city: RomeCategory: EnergyYear f..

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TIM

TIMCompany: Telecom Italia SpaBrand value: US$9,259 millionHeadquarter city: RomeCategory: Telecom P..

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GUCCI

 GUCCICompany: KeringBrand value: US$9,259 millionHeadquarter city: Scandicci, FlorenceIndustry..

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Post Millennial Marketing

Federico CapeciCEOKantar InsightsFederico.Capeci@kantar.com Marketing is child’s play; yo..

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Best Countries Ranking

BRAND ITALY

 It is possible not only to measure the value of Italian brands, but also to assess the strengt..

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Brand Building Best Practices

A safe port in a storm: Earning trust in tumultuous times

 Valentina MeliSenior ResearcherKantar TNS Italia - TEB (Technology Empowered Business)Vvalenti..

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Want to chat? How brands can have one-to-one conversations

Luca VerganiCEOMEC ItalyLuca.Vergani@mecglobal.com Chatbots are conversational platforms, based..

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Getting closer to consumers: How brand PR can make it personal

Valeria LamaConsumer Marketing Practice LeaderH+K StrategiesValeria.Lama@hkstrategies.com Among..

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Make in Italy: Build a movement, beyond a campaign

Gaetano De MarcoChief Strategy OfficerGrey ItalyGaetano.Demarco@grey.com  Over the last 30..

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Insights

Read all about it!

Federica Setti Chief Research Officer GroupM ItalyFederica.Setti@groupm.comNewspapers are not just a..

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Let's make a deal

Alessia VitaliHead of PlanningOgilvyOne & GeometryAlessia.Vitali@ogilvy.comThere was a time when..

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Making data count

Fides Tosoni Chief Digital Transformation Officer & Executive Chairman [m]PLATFORM GroupM ItalyF..

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Does advertising work?

Erik RolliniManaging DirectorMediaCom ItalyErik.Rollini@mediacom.com  A sizeable faction i..

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From target to audience

Paolo LabichinoChief Creative OfficerOgilvy & MatherPaolo.Labichino@ogilvy.comDigital culture ha..

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Defending brands against fake news

Nicola DambrosioClient Executive, Brand & Communication Practice Kantar Millward BrownNicola.Dam..

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Two is more than one - a call for synergy

Adriana RipandelliChief Operating Officer & Head of DigitalMindshareAdriana.Ripandelli@mindshare..

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Socially respectful and respectfully social

Serena BergonziClient ManagerKantar Millward BrownSerena.Bergonzi@kantarmillwardbrown.com Oh ye..

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The era of speed: opportunities and dangers

Alberto De MartiniCEO and Head of StrategiesRed Cell Alberto.Demartini@redcell.comOur species has ne..

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