The 'Best Brands Product Italia 2015' ranking has elected Coca-Cola and Ferrero as the top brands in the categories “Best Brand Product” and “Best Brand Corporate”, respectively.
Best Brands is a ranking that evaluates brand importance on the basis of two objective criteria: “brand success” (factors include market share, consumer loyalty and premium price) and “share of soul” (brand awareness, brand potential index and cross-selling potential). The awards were created in Germany in 2004 by communication group Serviceplan, alongside Gfk, and this is the first Italian edition.
Coca-Cola was honoured for its ability to “accompany the lives of Italians for nearly a century, consistently succeeding to remain brand vigilant, with an unmatched ability to-relaunch and maintain a high relevance”. The company also has a significant communication budget that is critical to maintaining high brand awareness.
Coca-Cola topped the study ahead of some 242 brands in 33 categories and a shortlist of 15 names that includes the likes of: Findus, Dash, Granarolo, Lego, Lavazza, Algida, Apple, BMW, Ace, Nike, Tono Rio Mare, Mulino Bianco, Nutella and Samsung.
In its category, Ferrero received the prize among a short-list of that included food brands Barilla, Campari, Ferrarelle, Lavazza, Perfetti and San Pellegrino; food retailer Coop; as well as non-food brands Calzedonia, Ferragamo, Giochi Preziosi, Luxottica, Moncler, Pirelli and Tod’s.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
