Company: Banca Mediolanum SpA
Brand value: US$832 million
Change since 2018: -17%
Headquarter city: Basiglio, Milan
Year formed: 1982
Banca Mediolanum provides consumer banking, insurance and asset-management services to more than 1.2 million customers in Italy. It was founded as Programma Italia SpA in 1982 by current company President Ennio Doris, and became known as Banca Mediolanum in 1997. Ennio’s son Massimo recently became Managing Director, and his daughter Sara is President of the charity (ONLUS) Fondazione Mediolanum. The brand’s mission is to provide “Freedom in Banking”, and it positions itself as an innovator, providing personalized services adapted to consumers’ needs. Online advice is available, as well as through a network of 4,250 affiliated advisors around Italy known as “family bankers”. The brand is active online and on television, and ads have for many years featured Ennio Doris, then Ennio and Massimo together, and now just Massimo. Ads always follow a similar format, with a very clear explanation of the services available and end with the message: “Costruita Intorno a Te”, or “Built around You”.