Ferrari at the top for reputation

"Ferrari, Barilla and Ferrero have conquered the hearts of the general public, who trust them in highest esteem in the market place. This fact emerged from a survey carried out by the Reputation Institute in collaboration with Sda Bocconi.

With the exception of Ferrari, Pirelli and Vodafone Omnitel, the list is dominated by producers of high volume consumer goods, like Parmalat, Galbani and Coop, rather than those in the service industry. In the top ten of most valued brands in the United States, one can note a strong presence from the high-tech sector (Microsoft, Intel, Sony, IBM) even though topping the list is Johnson & Johnson (consumer goods) and, in third spot, Coca-Cola.

Six parameters were used to judge the Italian brands who fought it out in the ratings: emotive appeal, financial performance, products and services offered, vision and leadership, the workplace environment and social responsibility. Ferrari was confirmed as the marque generating the most admiration and respect from the general public, and for its financial aspect and strategy and position in the market place, as well as the quality of the work environment. The golden palm for services and products however went to Barilla, while Coop took first place for its social responsibility and general ambience.

'The quality and convenience of the products offered represents a fundamental element in the judgement of the Italians,' said Davide Ravasi, a lecturer at Sda Bocconi and at the company’s institute of strategy and economy. 'And it is the emotive perception of a marque which prompts the consumer in terms of giving an overall judgement on a company. The perception is that a company which produces top quality goods must therefore be well run, generating profits and with good possibilities for growth.' The positive perception of a company also stems from impressions generated by advertising. This can be seen in the case of Ferrari which, despite not advertising directly, is featured in campaigns run by Shell and Vodafone Omnitel. 'Ferrari is an example of the importance of sports sponsorship,' added Ravasi.

The marque has high impact in the media and that applies to companies like Parmalat involved in sponsoring soccer teams. Communication, both direct and indirect is fundamental to the reputation of a brand,' affirmed Domenico Barili, vice-president of Parmalat, 'as well as the quality and innovation of the product. This is what makes a winning foodstuffs company, because the result is based on customer satisfaction. Parmalat’s aim is to offer quality products to the consumer at the right price.'