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MEANS OF COMMUNICATION
In third place of all the Italian trademarks. |
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"Successful brands are those based on strong convictions and original ideas. They are the ones that have enough energy to change the world and are able to convert people to their way of thinking.”
Young & Rubicam |
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1.1 The importance of the brand
It has become essential nowadays to understand the importance of a brand. FOPPAPEDRETTI has always sensed this importance and has invested considerably in its own brand through global advertising communication. As a result, it has achieved the surprising result of establishing a relationship of trust with the end consumer.
To begin with, for the consumer FOPPAPEDRETTI represents a company with an original identity due to the type of product it offers. Gradually, by winning respect, the firm has become the consumer’s companion for life.
In a study commissioned by the newspaper “Corriere della Sera” based on the “strength of the brand”, Young and Rubicam placed FOPPAPEDRETTI in an excellent third positionout of all the Italian brand names (Ferrari and Parmigiano Reggiano coming first and second respectively). (“Corriere della Sera” of 12/3/2001).
THE STRENGTH OF THE TRADEMARK
on a scale of 1 to 100
| 1 |
Ferrari |
99,91 |
| 2 |
Parmigiano Reggiano |
99,44 |
| 3 |
FOPPAPEDRETTI |
99,16 |
| 4 |
Valentino |
98,51 |
| 5 |
Barilla |
97,86 |
| 6 |
Giorgio Armani |
97,67 |
| 7 |
Missoni |
97,49 |
| 8 |
Algida |
97,40 |
| 9 |
Ferrarelle |
96,74 |
| 10 |
Versace |
96,65 |
| 20 |
Trussardi |
94,23 |
source: YOUNG & RUBICAM
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The advertising strategy has brought the company closer to the public, with campaigns that have a direct approach, highlighting the product features and encouraging purchases.
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Company 
