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A fresh take on tradition

Creative innovation proves key to brand value growth

Thank you for joining us as we celebrate the brands in the second annual WPP BrandZ Top 30 Most Valuable Italian Brands ranking.

Many of these are not just outstanding domestic brands but what have come to be seen as world leaders in their respective fields – taking with them and building upon what Italy itself has come to represent.

There is a great sense of tradition among many Italian brands; a celebration of heritage and taking care to do things “the right way”.

But there’s another Italian tradition underpinning the strength of many of our BrandZ Top 30 brands: a tradition of pushing boundaries, having a global vision, being bold, and focusing on quality craftsmanship and aesthetics.

Italian tradition is not, therefore, about simply doing more of the same. And, as this year’s stellar growth in Italian brand value shows, this is a competitive world in which fortune really does favor the brave.

In this report, we go beyond the ranking itself to understand the varied strengths of the best performers. Our expert analysis covers the many factors that together fuel brand strength and strong financial returns – two key business indicators that BrandZ research globally over more than a decade has proved are closely linked.

This year’s report also highlights areas where Italian brands should focus in order to lift their brand value growth trajectory. What clearly emerges is that innovation is a factor driving growth in brand value like no other.

Innovation is about leading a category and offering something fresh and creative – being brave in undertaking something new, and then being bold enough to shout about it. We explore three key elements of innovation – disruption, creativity and leadership – and guide brands in how to do more of what matters most.

Our data shows that a perceived lack of creativity is at the heart of the “innovation gap” between Italian brands and the top brands from other markets. By improving their creativity credentials, Italian brands can influence consumers’ perceptions of innovation and, ultimately, unlock value growth.

On-the-ground expertise

In this report, we look at emerging consumer trends that are shaping new media consumption habits and shopper behavior.

There’s insight from across the WPP companies into subjects as varied as: the role of reputation in consumer decision making, the importance of employee engagement in brand building, and the implications of the “on demand” economy.

We also see how Nutella shows brands how to remain true to their heritage AND stay relevant, and there’s even a lesson for brands from the world of Italian politics. Yes, really!

This report sheds light on global citizens’ perceptions of what “Made in Italy” means to them. We present exclusive analysis of the latest data from the “Best Countries” global study, undertaken by VMLY&R BAV Group, with partners US News and the Wharton Business School.

This captures the views of ordinary consumers and business leaders on what “Brand Italy” represents, and provides insight into how Italian brands can use this to their advantage.

WPP has talented people working in Italy, providing advertising, marketing, research and PR expertise. Our companies work together to provide clients with cutting-edge insights that help position brands for market-beating growth.

The global WPP network now extends to 112 markets, and our BrandZ publications catalogue is expanding all the time.

If you enjoy this Italy report, I invite you to browse our long-running Top 100 Most Valuable Global Brands annual study, as well as our rankings and reports into the leading brands in the following markets: China, India, Indonesia, France, the UK, Germany, Spain, Australia, the Netherlands and South Africa. All are available from www.BrandZ.com and through our interactive mobile apps, at www.BrandZ.com/mobile.

To talk to someone about how WPP’s expertise could help your brand, feel free to contact any of the WPP companies who have contributed to this report. I’d also be delighted to hear from you directly.


David Roth

CEO, The Store WPP, EMEA & Asia Chairman, BrandZ and BAV Group


Twitter: davidrothlondon

Blog: www.davidroth.com