How much does the strength of a brand weigh in the choices that each of us makes every day? So much so since consumers express preferences on a daily basis by purchasing products and services, shaping their lives according to their desires. Desires that translate into favorite brands in which we recognize and reflect ourselves. In fact, there is an increasing number of searches and rankings of "brands" that photograph not only the level of recognition, reputation, and success, but also the guarantee of quality, reliability and value connotation of the same.
In addition to the classic lists of global brands evaluated on the basis of their notoriety and aspirational characteristics, such as Ferrari considered at the top in Italy for the company Brand Finance which analyzes various variables to then quantify their value. Or an even more emblematic case is that of Amazon which is now known by hundreds of millions of people who use its services every day and has become the true synonym of the concept of e-commerce. Data in hand, the algorithm between recognition and commercial penetration estimates a value of 220 billion dollars for its brand which confirms itself in first place worldwide for the third consecutive year. Last year the blue logo designed by Jeff Bezos stood at 188 billion, and now it is 60 billion behind the second positioned: Google.
And in Italy? In addition to the Cavallino di Maranello which has built its success by making people around the world dream for over 70 years, the most popular brands involve the sphere of fashion and some excellences in the financial field. The ranking “Brand Top 30 Most Valuable Italian Brands” published annually by Kantar puts an economic value on brands by combining consumer research with financial indicators. And here, alongside Gucci, Generali Assicurazioni stands out in fashion, which is the only financial operator in the overall top ten.
If big and solid often mean prestige and notoriety for big brands, the latest research on the more in-depth aspects of these reveal very interesting surprises among users, especially in the mistreated area of banks where growing attention to elements such as quality and reputational strength that are emanated. In this segment private banks are emerging and have widened their customer base over the last few years, strong in the relationship of trust they know how to establish between their banker and the families. And if here too the concept of large and beautiful dominates, the distances between the dimensional indicators and the net result are less predominant than in other sectors, aspects such as overall satisfaction and reputation being more important than mere communication partners.
This was stated by a research by the London-based survey company Finer, which specializes in the financial world and private banking. The set of questions captured among a large representative sample of high-end customers has in fact reflected yes the supremacy of the Intesa Private- Unicredit Private duo, as the most established brands in the sector strong in size and historical presence on the market, but closely followed by Banca Generali which ranks third in private banking in Italy (Magstat ranking). The private bank led by the young and innovative CEO Gian Maria Mossa, although it has a market share equal to a quarter of that of Intesa and less than half that of Unicredit, is directly close to the first two in terms of recognisability, strong in distinctive elements such as reliability and solidity and protection.
And it is even at the top of the highest private clientele for its commitment to sustainability. Confirming that in the race of brands for values, it's not always size that counts, but innovation and expertise are increasingly recognized ingredients.
