illy among the world’s most beloved brands

The Trieste-based company is second in Talkwater’s worldwide Love Brands rankings and in third place in Italy

Milan, June 13th, 2022 illy is the most beloved Italian brand worldwide according to the annual ‘Love Brands 2022’ rankings by Talkwalker – the world’s leading Consumer Intelligence platform.

The Trieste-based company came in second in the global Love Brands rankings (the best ever results for an Italian brand), immediately behind Asics (in 1st place) and ahead of superbrands such as Jimmy Choo (7th), Muji (10th), Bosch (19th), Palmolive (20th), Lancome (21st), Nescafé (22nd), L’Oreal (29th), Adidas (45th), and Apple (47th). The next best Italian brand in the global rankings, Dolce & Gabbana, finished in 23rd place, followed by Missoni at 32nd and Alfa Romeo at 36th.

This excellent result was replicated by illy in the Italian Top 10, where it came in third behind Aprilia (1st) and Abarth (2nd), beating out a number of fashion brands such as Prada, Dolce & Gabbana, Valentino, and Gucci. A new entry in the rankings is Zoom, which Italians got to know and love during the difficult months of the pandemic. Rounding out the Top 10 are two renowned foreign brands that have a special place in the hearts of Italians: IKEA and Lego.

The study, which took place via Talkwalker’s Consumer Intelligence Acceleration Platform™ in conjunction with Hootsuite, analyzed 1,500 brands in various different countries worldwide, for a total of 2.6 billion conversations (between July 2021 and March 2022) on social media, news outlets, blogs, forums, and other channels. Love Brands measures the ability and dedication of brands in establishing an emotional bond with its consumers. This resulted in the Top 50 worldwide ranking, and in Top 10 rankings in each participating country, including Italy.

“We are proud of this result – says Cristina Scocchia, CEO of illycaffè – because it confirms that people understand and recognize the enormous intangible assets contained in the illy brand. A value that is expressed not only through the quality of the product and service, but also with the value we generate along the entire production chain with the aim of creating a positive impact on people and the environment”.

“Measuring the concept of love through interactions via social media is, understandably, nearly impossible, since these are intangible metrics – explains Francesco Turco, Talkwater’s Marketing Manager for Italy – Nevertheless, one can measure the symptoms that demonstrate passion for a brand, such as positive feelings; words referencing love, emotion, or joy; and engagement, or the ability to keep the relationship with the brand alive and fresh. In this year’s rankings – Turco points out – we also took into account a solid social, environmental, and economic consciousness”.

Talkwalker-Love Brands’ worldwide Top 10 for 2022

1st Asics
2nd illy
3rd Colorbar Cosmetics
4th Nuxe
5th Maisons du Monde
6th Bonduelle
7th Jimmy Choo
8th Kewpie
9th Fjällräven
10th Muji

Talkwalker-Love Brands’ Top 10 for Italy 2022:

1st Aprilia
2nd Abarth
3rd  illy
4th  Prada
5th  Zoom
6th  IKEA
7th  Dolce & Gabbana
8th  Valentino
9th  Gucci
10th Lego