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Company: UniCredit SpA

Brand value: US$1,662 million

Change since 2018: -11%

Headquarter city: Milan

Category: Banks

Year formed: 1998

UniCredit is a pan-European banking and financial services business serving 26 million customers. It promotes its ability to meet the evolving needs of its clients with an offering that makes links between its different business divisions, including corporate and institutional banking, commercial banking, and wealth management. It has both local and international expertise, focusing on 14 core markets in Europe and a further 18 countries worldwide. UniCredit is a significant investor in advertising, which tends to position the brand as an innovator in the sector. The focus of their communications is primarily on UniCredit’s focus on each individual customer and their needs, with the tagline “La Banca per le cose che contano”, which means “The bank for things that matter”.