The value of the Brand
The "P Lunga" is the distinctive mark of Pirelli, the element which in the collective imagination evokes above all the product that symbolizes its core business: the tyre. The logo created almost by chance in 1908 has since stood for a solid tradition of manufacturing, quality products and service, as well as the vital requisites of reliability, strength, innovation and concern for the environment. The Pirelli brand thus stands for over 100 years of hard work, success and leadership that has endured throughout the many cultural and social changes of our age.
The Pirelli brand, according to Interbrand valuation made in 2011, has a value of 2.27 billion Euros, with an increase of 26% compared vs 1.8 billion euro in 2010. Pirelli presence in F1 contributed for 200 mln euro to this growth.
Pirelli aims to use the advantage of its brand as a driver to favor growth in the Premium segment. According to the Interbrand figures, the Pirelli brand is 15% more effective than other brands in the choice of tyre purchases mainly due to the consumer's perception of a Premium brand particularly appreciated for its sporting, glamorous and prestigious image. Marketing expenditure is forecast to double in future to increase the brand’s fame in all key Premium markets, optimization the allocation between advertising and digital marketing and creating strong synergies between tyres (Pirelli), Fashion (P Zero), the Pirelli calendar and Formula 1.