The Alba group returns to the top of the "Best Corporate Brand 2019". The most popular product, on the other hand, is Coca Cola (but Nutella is also in the ranking)
Fresh from the triumph of the Nutella Biscuits launch, the Ferrero group has another success: it returns to being the "Company brand" most loved by the Italians, the «Best Corporate Brand 2019. After the "braking" of last year, when it was positioned second, after Ferrari, the Alba company returned to first place (which it had held since 2015) of the ranking, in its fifth edition.
The ranking corporate
Ferrari has dropped one position in the ranking corporate, followed by others car giants: BMW and Volkswagen (third and fourth place), Pirelli (sixth) and Toyota (tenth). Barilla and L’Oreal, Eni and Lidl are also in the top ten.
We are very happy to be # BestBrand2019 for Italian consumers. Thanks! 🙏
This reinforces our constant attention to consumers' needs for the core of our company policy. Watch @eleonoramicheli from @ sole24ore 👇 Article in 🇮🇹@BestBrands/@GfK_Italia/# BestBrands2019 https://t.co/RNsY3tRjkQ
– Ferrero EU Affairs (@Ferrero_EU) November 22, 2019
But how are "company brands" chosen? The selection is based on a series of economic data, from market share to advertising investments. The criteria are analyzed by the market research institute Gfk, which draws up a list of brands that will be evaluated by consumers. The «them numerical values and theirs emotional values, investments and sentiments, through a rigorous survey that combines market performance with consumer opinions, this year expressed in full 6500 interviews.
The ranking product
"Queen" of the ranking product (which evaluates market shares, purchasing loyalty and price positioning) Is, instead, the Coke, which had earned the top spot already in 2015, the year of the research debut. Also in this ranking is Ferrero (with Nutella), along with Dash, Mulino Bianco, Findus, Algida, Rio Mare, Samsung and Nike.
The ranking growth
In the ranking growth, which rewards the dynamism in terms of growth of product brands, both in terms of commercial success and emotional perception by consumers, at the top (taking the place that last year it was up to Galbusera) yes Jbl position, historic hi brand -fi. In second place, the Umbrian farm Farchioni, to the third Heineken. The top ten also includes Baileys, Muller, Yamamay, Activia, Dove, Sant’Anna and Pepsi.