18.00 CEST
Insieme a Brand Finance presenteremo l'edizione 2023 del Brand Finance Luxury and Premium 50. La classifica è una fotografia a livello internazionale del valore economico generato dal branding nel lusso e nella moda, una delle industrie più determinanti per l'economia globale e per quella del nostro paese.
Analizzare l'evoluzione di questi brand vuole dire approfondire le regole che consentano ad alcuni marchi di essere considerati tra i più blasonati al mondo, spesso riferimento per il marketing e la comunicazione di molti altri settori.
Presenteremo la classifica, la sua metodologia, le evidenze sulla comunicazione del lusso ed intervisteremo i protagonisti dei brand che performano meglio per discutere assieme dell'impatto della comunicazione sul valore complessivo della marca.
Lo scorso anno la classifica era guidata da Porsche - con un valore pari a $33,7 miliardi, seguita da Louis Vuitton e da Gucci. Dalle analisi di Brand Finance Ferrari – con un punteggio pari a 91 su 100 - risultava il brand più forte del comparto, seguita da Dior e da Louis Vuitton, che nonostante l’estrema forza non riuscivano a raggiungere il valore monetario di Porsche.
Seguirà aperitivo di networking.
The International Advertising Association is a global association that represents all areas of the marketing and communications industry.
The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.
The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.
Lorenzo is experienced in valuation and brand strength analysis, and his expertise lies in brand architecture, portfolio management and brand extension projects. He specialises in the Automobile, Technology, IT and Telecom sectors Lorenzo is a qualifying management accountant, CIMA Adv. Dip. MA.
Massimo has over 25 years experience in branding. He began his career in advertising, then PR, then market research,Massimo joined Brand Finance in 2015 and has worked for some of the world’s leading brands such as TIM, Enel, Poste Italiane, Ferrari, Pirelli, IBM, Leonardo – formely know as Finmeccanica - and Italian Ministry of Economic Development.For three years Massimo lectured communications, first at SDA Bocconi then at University of Milan.
The International Advertising Association is a global association that represents all areas of the marketing and communications industry.
The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.
The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.