BrandZ Top Italian Brands

Italian brands are exceptionally strong on the world stage, with ten brands in the Top 30 with 90% or more of their exposure overseas (a combination of revenue, volumes sold and profitability overseas). This allows them to broaden their potential audience base, spread their exposure to risk and capitalise on fast-growing markets.

The strong presence of Italian brands overseashas contributed to the 14% growth of Italy’s Top 30 Most Valuable brands in a time of economic and political uncertainty for the country. 2019’s fastest riser Gucci stands strong as Italy’s most valuable brand after growing 50%, in a ranking flush with luxury brands.

While luxury brands are the largest category contributor to the ranking’s total value, the ranking comprises brands from a wide variety of categories, such as food and dairy, telecom providers, energy providers and car manufacturers.

Take a look at the report to discover what consumers really think about Italy’s most valuable brands, which brands have climbed the ranking, and the key to building a strong brand that stands the test of time.



Thought Leadership

Humanizing Brands

As physical and digital boundaries blur, Kantar's Cristina Colombo argues brands needs to learn to be more human. Find out what brands need to do to connect with consumers now the rules have changed.


Passion, surprise and expertise

Millennials today say that when they shop they want passion, surprise and expertise. But what does this mean for retail brands? Kantar's Roberta Lombardo discusses.


The influencer era

The digital era has brought with it an additional level of complexity for marketers as consumer trust is tested in the age of information. Kantar's Nicola Dambrosio shares his three lessons for effective advertising today.


What’s happening to our kids?

Robert Lietti from Kantar outlines how the lifestyle of today's children - those born after 2010 - will shape the consumer of tomorrow.


Breaking with tradition?

With the digital sector powering the growth of advertising investment, Mauro Stoico from Kantar asks what the future holds for "traditional" media?


Mobile payment poised for take-off

Mobile payments are poised to take off in Italy, but Fabrizio Andreose from Kantar argues that there is still a long road to a cashless nation.


Make Connections to Earn Trust

The concept of 'trust' is constantly evolving - so how should brands earn the trust of today's consumer? Kantar's Giovanni Rainoldi discusses.


Personalization is the new black!

First there was the drive for standardisation. Now consumers desire an experience as personal and unique as they are. Kantar's Lorena Cocozza discusses.


The Cultural Clash Between Luxury and The Social Media Age

Historically the power of luxury brands has been in their elusive exclusivity, but how does this match up in today's social media world? Silvia Andreani from Kantar discusses.


‘Disruptive creativity’ accelerates brand growth

Creative disruption - a can of worms or a calculated risk? Kantar's Stephanie Leix discusses the benefits.


To share or not to share?

Consumers are becoming increasingly aware of the value of their data to brands - and the potential dangers of sharing it. Gabriella Bergaglio from Kantar outlines the ways brands are trying to reassure consumers


Salvini’s lessons for brands

As categories break down it is important for marketers to be open to lessons in great marketing from unexpected places. Kantar Italy CEO Federico Capeci looks at Matteo Salvini's political campaign to see what we can learn from his growing popularity


Brands and cultural context

The role of brand in the world of prescription pharmaceuticals differs when the consumer relationship is mediated by a doctor. Kantar Health Division's Gianfranco Salvi discusses how a drug brand can, under the right circumstances, become as evocative as a B2C brand.


Redefining the shopper journey

The shopper journey is being redefined in the new era of commerce. Elena Capelli from Kantar identifies three long-term ways to engage consumers and influence their buying behaviour.


Banking on better CX

Everybody knows that we live in the "Age of the Consumer", but few companies have been able to create truly customer-centric brand experiences. Kantar's Eugenio Tavolaro explains the transformative power brand experience can have on business.


More intimate approach can build life-long bond

When things go wrong we need to trust that our chosen insurer will be there to help - not make things more difficult. To build this trust, insurers need to work on creating a closer bond with their clients. Kantar's Valeria Chiappini explains.