Best Brands Italy 2022: "The Actions of Emotion" drive Brands

Serviceplan Group Italy and GfK Italy team up again for 7th edition of the traditional Best Brands Italy Gala, on March 31st 2022.


During the Best Brands Italy ceremony, Italy’s strongest brands, according to an annual study of 5,000 people, will be unveiled.

The seventh edition of Best Brands Italy looks to the future: the ranking, which brings together the elite of Italian brands, will pay particular attention this year to the role of emotions, an empathic force that enables consumer choices and an increasingly important element ​​that characterizes the identity of brands.

During the press conference that was held today at 11.00 in the UPA headquarters in Milan, Giovanni Ghelardi CEO at Serviceplan Group Italy and Enzo Frasio President at GfK Italy presented the topics and announced the main news of the prestigious survey, which is in its seventh edition in 2022. 

Serviceplan Group Italy CEO Giovanni Ghelardi commented: “Brands today are confronted with a more evolved consumer, sensitive to the core values that the Brands are able to build. Emotions play a central role in recognizing this system of values ​​and reward brands that communicate consistently, enabling recognition by the public."

During the Best Brands Italy Gala in Milan on 31 March, GfK and Serviceplan Italia - flanked by the historical partners Rai Pubblicità, 24ORE System, IGP Decaux and ADC Group, under the patronage of UPA - will present the results of the research during an event that will follow the format of previoius years; Research, Rankings, Innovation Award and Gala Evening.


The cross-sectional study conducted by GfK compares economic data with the point of view of people, collected through about 15,000 brand evaluations. This particular methodology allow the combination of qualitative and quantitative elements, guaranteeing the scientificity of the final results thanks to an algorithm developed almost twenty years ago by GfK and Serviceplan.

The results obtained over the years, in the countries where the Best Brands ranking is active (in addition to Italy, Belgium, France, Russia, China, Germany, Poland), have confirmed the validity of the study, which returns a snapshot of the performance of the brands.

The Rankings

The prestige of Best Brands also arises from the ability to anticipate market scenarios, intercepting current trends with an eye to the future. With this in mind, important innovations are introduced every year to present a study that can provide food for thought and stimuli to the sector. For this reason, the new Best Phygital Brand was added to the traditional Best Product Brand, Best Growth Brand and Best Sustainability Brand in 2022.

In challenging times of very rapid innovations, the pandemic has led to an important acceleration of the processes already underway towards omnichannel.

Enzo Frasio, President of GfK Italia, highlights how “In particular, from the GfK research, the most loved Best Brands stand out for their ability to understand ‘New Needs’ better and earlier, and to decline them in proposals that are not just about purchase and consumption. The Best Brands are appreciated because they possess the intelligence of the Momentum, and the ability to make the brand value up to date. They are key players in the social and environmental transition, able to grasp the new pandemic and post-pandemic styles ".


Lorenzo Sassoli de’ Bianchi, Presidente UPA underlines how the future belongs: "to the brands capable of building a brand reputation aimed at innovation and well-being. The changes we have experienced and which - in some respects - are still underway require ever more careful and one-to-one communication with the consumer. UPA looks carefully at the results of the Best Brands research, in order to offer food for thought to its members, and to pool the efforts for advanced advertising communication across all platforms and publishing offers."


Innovation Award

An important moment during the gala evening is dedicated to the Innovation Award, which rewards the Brand that has distinguished itself for an ability to innovate, with a cheque for 100,000 Euros in advertising space.

The 2022 edition of the Innovation Award will celebrate Weschool, the DAD-Distance Learning platform that has already retained almost 250,000 professors and over 2 million students, allowing them to continue their lessons even during the difficult period of the pandemic.

During the award ceremony, space will be given to the story of the winning reality: Weschool succeeds the successful case histories awarded in previous editions, joining the previous award-winners made up of Airbnb, Shazam, Andrea Bocelli Foundation, Satispay and Treedom.



Best Brands Gala evening


On March 31st, from 7.00 pm to 8.15 pm, at RAI studios in via Mecenate, Milan, Filippa Lagerbäck will present the evening alongside Giovanni Ghelardi, CEO Serviceplan Group Italia, Enzo Frasio, President of GfK Italia, Lorenzo Sassoli de 'Bianchi, President UPA, Gian Paolo Tagliavia, CEO Rai Pubblicità, Giovanni Uboldi, General Manager IGP Decaux, Federico Silvestri, Managing Director 24Ore System and Salvatore Sagone, Director and Founder of ADVExpress.


The Best Brands Gala is awaited with growing interest by the elite of Italian entrepreneurship and top management, because it is the only occasion when the top ten in each category is revealed.

Also in 2022, Best Brands proposes itself as the reference event for Brands operating in Italy, which are celebrated during a prestigious occasion.

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