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The brand has value not only in terms of
reputation and recognition in the market,
where it is associated with concepts such
as quality, experience, execution excellence,
and technological advances. It also has a
value that can be estimated economically,
a service fulfilled by a number of specialist
companies around the world.
One of the most established and well-known
INVESTING IN THE BRAND MEANS CREATING VALUE
is Brand Finance, a leading British brand
valuationconsultancyrenownedforitsannual
"Global 500" ranking covering the 500 most
influential brands in theworld. BrandFinance
has put the economic value of the Prysmian
Group brand at $767 million, of which $507
million attributable to the Prysmian brand
and an estimated $260 million attributable
to the Draka brand.
How are these valuations reached? Brand
value is estimated by considering a number
of factors such as the opinion of stakeholders
and the business performance of the brands
themselves. Prysmian Group has invested
considerably in these areas over the years,
using different tools to increase, day by day,
the brand's international visibility as well as
its strength and awareness.
Brand Finance has put the economic value of the Prysmian
Group brand at $767 million, of which $507 million
attributable to the Prysmian brand and an estimated $260
million attributable to the Draka brand.
The Group has improved on its performance to rank among the top ten in
the Webranking survey by Comprend, the purpose of which is to promote
digital culture within companies and help them understand how to meet
the growing expectations of stakeholders. The survey was conducted in
Italy by Lundquist, a strategic consultancy specialising in online corporate
communications. The survey ranked Eni, Telecom Italia and Snam as best
Prysmian website enters the top 10 of Webranking by Comprend 2015
in class for digital corporate communications. The new names in the Top 10
are Edison International, a utility company, and Prysmian Group. Lorenzo
Caruso, Corporate & Business Communications Director at Prysmian, noted
that in recent years the Group has “invested time and energy in renewing
our brand image and improving our reputation on the web, becoming a
benchmark for our sector.”