TOP 100 ITALIAN BRANDS

[Pages:9]ITALBRAND 2011

TOP 100 ITALIAN BRANDS

| ItalBrand 2011 | TOP Italian Brands |

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About the ItalBrand

In every country the different brands have become popular in different ways. And no matter how well global brands known in this country, national brands have the greatest impact on consumers. And today these are the brands that becomes a major and very valuable assets, because a strong brand, regardless of its scale allows the company to retain or to gain significant market share, and also provides an opportunity to actively develop and promote their products in foreign markets.

Also the business are increasingly confronted with a situation where the brand has become one of the most expensive assets in the company's value, even compared with manufacturing facilities. And in such a situation, the cost of advertising is paid the most attention in mergers and acquisitions, as well as in public offerings of shares on stock markets or placing other types of securities in order to attract investment. And it is here necessary to solve the puzzle, when the company realizes the full value of their brand, but can not express it in concrete figures.

After several researches made, the optimal solution was found, and since early 2010, the agency MPP Consulting has established long-term project of evaluation of national brands and in 2011 created the rating of the most expensive brands of Italy.

The main task of rating ItalBrand 2011 was to determine the 100 most expensive Italian brands, as well as their current real market value, based on the financial performance of companies using such brands (trademarks), as well as the positions of each company in the market and prospects for development both companies and their brands.

It is worth noting that the ranking only includes brands created in Italy or for Italian goods (services), although how much later they became known to the domestic or world markets. That geographical origin of brands from the Italy was the main criterion for selection of brands (trademarks), assessed in ratings.

* All rights to brands and trademarks mentioned or referred to in the ranting belong to their respective owners.

| ItalBrand 2011 | TOP Italian Brands |

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Methodology

The methodology of the brand evaluation based on the evaluation of activity of companies brandowners, and also takes into account several factors showing the market conditions that influence the brands, possible threats and perspectives for industries development.

This methodology is based on analysis of factors influencing the market value of the brand: the company's position on market, consumer value of brand, as well as on some factors like the actual trends for the company and its brand. Brand value calculation formula:

V = Fc * (Iq * Gq * Tq * Cq) * Uid

V ? brand value Fc ? composite financial index Iq ? investments index Gq ? geographical index Tq ? technique index Cq - competitive index Uid ? unique ID

It is worth noting that the brand value includes only the cost of the brand (name), excluding production facilities, infrastructure, patents, inventions and other tangible or intellectual property.

* Value of Brands in rating indicated in millions $

| ItalBrand 2011 | TOP Italian Brands |

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TOP 100 1 - 20

Brand 1 Ferrari 2 Gucci 3 Prada 4 Giorgio Armani 5 Martini 6 Dolce & Gabbana 7 Bulgari 8 Barilla 9 Chicco 10 Benetton 11 Generali 12 Intesa Sanpaolo 13 Diesel 14 Pirelli 15 Lamborghini 16 UniCredit 17 Nutella 18 Indesit 19 Versace 20 Maserati

Value, mln.$ 5 520 4 615 4 439 4 012 3 007 2 587 2 241 1 883 1 742 1 258 1 237 1 148 1 082 1 023 1 001 950 922 857 852 842

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Industry Automotive Clothing & Fashion Clothing & Fashion Clothing & Fashion Alcohol Clothing & Fashion Clothing & Fashion Foods Clothing & Fashion Clothing & Fashion Insurance Financial services Clothing & Fashion Chemistry Automotive Financial services Confectionary Household equipment Clothing & Fashion Automotive

| ItalBrand 2011 | TOP Italian Brands |

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TOP 100 21 - 40

Brand 21 S.Pellegrino 22 Alfa Romeo 23 Nastro Azzuro 24 Santal 25 Galbani 26 Lavazza 27 FIAT 28 Zanussi 29 Lancia 30 Ferrero 31 Valentino 32 Cinzano 33 Tiscali 34 Lactis 35 San Benedetto 36 Parmalat 37 Salvatore Ferragamo 38 Illy 39 Telecom Italia 40 De' Longhi

Value, mln.$ 818 806 770 765 761 697 678 656 593 590 586 518 511 509 505 499 497 488 477 461

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Industry Drinks Automotive Beer Drinks Foods Coffee Automotive Household equipment Automotive Foods Clothing & Fashion Alcohol Telecommunication Milk Drinks Milk Clothing & Fashion Coffee Telecommunication Household equipment

| ItalBrand 2011 | TOP Italian Brands |

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TOP 100 41 - 60

Brand 41 Aprilia 42 Ichnusa 43 Fila 44 Moschino 45 Moretti 46 Ariston 47 Carnini 48 Lotto 49 Fendi 50 Agip 51 Miu Miu 52 Peroni 53 Disaronno 54 Brioni 55 Mandarina Duck 56 Campari 57 Diadora 58 Iveco 59 Ducati 60 Juventus

Value, mln.$ 450 447 436 417 412 404 400 398 393 383 374 371 370 354 321 315 311 307 299 292

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Industry Automotive Beer Clothing & Fashion Clothing & Fashion Beer Household equipment Foods Clothing & Fashion Clothing & Fashion Oil & Fuels Clothing & Fashion Beer Alcohol Clothing & Fashion Clothing & Fashion Alcohol Clothing & Fashion Automotive Automotive Sport

| ItalBrand 2011 | TOP Italian Brands |

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TOP 100 61 - 80

Brand 61 Mediobanca 62 Gianfranco Ferr? 63 Candy 64 Cerruti 1881 65 Motta 66 Roberto Cavalli 67 Divella 68 Acqua Panna 69 Tic Tac 70 Keglevich 71 Colavita 72 Luxardo 73 Cascina verdesole 74 Deborah 75 Nordica 76 Centrale Latte Roma 77 Rummo 78 Ermenegildo Zegna 79 Massimo Zanetti 80 Autogrill

Value, mln.$ 286 271 240 236 227 226 221 208 205 204 202 198 194 190 189 188 185 184 174 167

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Industry Financial services Clothing & Fashion Household equipment Clothing & Fashion Foods Clothing & Fashion Foods Drinks Confectionary Alcohol Foods Alcohol Foods Cosmetics Equipment Milk Foods Clothing & Fashion Coffee HoReCa

| ItalBrand 2011 | TOP Italian Brands |

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TOP 100 81 - 100

Brand 81 Caffarel 82 Roma 83 Bottega Veneta 84 Lazzaroni 85 Sole 86 GAS 87 Kappa 88 Pavesi 89 Jacuzzi 90 Alitalia 91 Sparco 92 Blumarine 93 Inter 94 Pupa 95 Mulino Bianco 96 Geox 97 C?lia 98 Inalca 99 MaxMara 100 Locatelli

Value, mln.$ 163 159 150 148 145 143 139 138 133 132 131 130 129 126 124 122 118 117 116 115

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Industry Confectionary Sport Clothing & Fashion Foods Foods Clothing & Fashion Clothing & Fashion Foods Household equipment Transport Equipment Clothing & Fashion Sport Cosmetics Foods Clothing & Fashion Milk Foods Clothing & Fashion Milk

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