Poste Italiane continues its climb in the Brand Finance Global 500 global ranking, the international ranking that evaluates brands for their ability to generate financial value through the relevance of image and reputation. Compared to 2021, the group led by Matteo Del Fante jumps 51 positions and is positioned among the top 25 global companies by brand strength, obtaining a score of 89/100 and the AAA-rated (there are only 84 global brands with an AAA rating, "extremely strong"). As of January 1, 2022, the company's brand was valued at $7,8 billion, an increase of 26% over the previous year.
In the Brand Finance Insurance 100 2022, Poste Italiane rises to 18th place (by three positions compared to 2021) for its ability to generate financial value. “The increase in brand value, more than double the average of the 100 insurance companies in the ranking, has allowed the company to place itself in second place among Italian insurance companies”, reads a press release from the Company. Furthermore, thanks to a triple A brand rating, Poste is at the top of the world for brand strength in the insurance sector.
What does the AAA brand rating depend on? From the indicators of marketing mix management, the return of image and reputation and the consequent return in business performance. The strength of the Poste brand, according to Brand Finance, is characterized "by the quality of marketing communication, by consumers' perception of the quality and price ratio, ease of dialogue, website and app, familiarity and popularity".
