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UK Insights

Gucci is the most valuable Italian brand in new BrandZ ranking

Kirsty Cooke

UK Editor

Brands 07.03.2018 / 07:00

gucci-rome

Luxury dominates inaugural BrandZ Top 30 Most Valuable Italian Brands ranking, accounting for 34% of total Brand Value at $28.9 billion.

Gucci leads the 2018 ranking, released today by WPP and Kantar Millward Brown,and is one of the seven luxury brands to feature in this study, which tracks the changing environment for brands in Italy and charts the fortunes of the country’s most successful brands.

Gucci tops the ranking with a brand value of $16.3 billion, followed by telecom provider brand TIM at $9.3 billion and energy company Enel in third place at $7.4 billion. Coming in at number four is food and dairy brand Kinder at $6.9 billion, with Prada taking the final spot in the Top 5 at $4.0 billion.

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Italian engineering, design and creativity are powering world-class Italian brands, both young and old,’ says David Roth, CEO EMEA and Asia, The Store WPP. ‘The BrandZTM Italian Top 30 reflects Italy’s tradition of businesses built by craftspeople and experts with great vision and determination; whether it’s applied to everyday items such as Barilla pasta, the finest clothes and accessories, or the quality engineering needed to create the latest Ferrari or a new yacht.’

There are seven leading luxury brands in the Italian Top 30. Together, Gucci, Prada, Armani, Bottega Veneta, Bulgari, Fendi and Ferragamo contribute $28.9 billion to the total brand value of the ranking. Within the automotive industry, Ferrari revs ahead with its brand representation of performance driving. The concentration of premium brands is in contrast with Spain’s focus on affordable fashion and Germany’s concentration on technology and engineering.

‘Italy’s skill at developing premium luxury brands lends the ranking a distinctive feel, but the country has many more strong names in sectors that are less celebrated, from Oil & Gas to Financial Services to Cruise operators,’ says Massimo Costa, WPP Italy Country Manager.

Food and dairy brands are the next dominant category, making up 15% of total brand value at $13.1 billion. Amongst the six brands ranked, three were from the Ferrero Group, namely Kinder, Nutella and Ferrero Rocher. The total value of the brands in the BrandZ Top 30 is $85.3 billion.

Italian brands are typically rated very Healthy, meaning they score highly across the five brand indicators of Health, which comprises Purpose, Innovation, Communications, Experience and Love. Brands in the BrandZ Italy Top 30 scored particularly well for Purpose and Communications. However, only 17% of the BrandZTM Italy Top 30 are perceived as Innovative by consumers. Innovation, when value is created in new and different ways, is one of the hardest measures to build but the one that creates the most value. On average, Italian brands that are perceived as Innovative are nearly twice as valuable versus others, with an average brand value of $3.4 billion versus $1.8 billion.

The BrandZ Top 10 Most Valuable Italian Brands 2018

Rank 2018

Brand

Category

Brand Value 2018 (USD mil)

1

Gucci

Luxury

16,273

2

TIM

Telecom Providers

9,259

3

Enel

Energy

7,355

4

Kinder

Food & Dairy

6,904

5

Prada

Luxury

4,082

6

Ferrari

Cars

3,488

7

Eni

Oil & Gas

3,131

8

Nutella

Food & Dairy

2,840

9

Generali

Insurance

2,526

10

Armani

Luxury

2,460

11

Ferrero Rocher

Food & Dairy

2,372

12

Intesa Sanpaolo

Banks

2,210

13

Bottega Veneta

Luxury

1,948

14

Costa Cruises

Cruises

1,877

15

UniCredit

Banks

1,869

‘While Italian brands are some of the best in the world at communicating their message to consumers, there is an area in which they may improve: they are still not perceived as Innovative and Creative. To build stronger brands and generate value and growth, Innovation is an important driver. Game changers are shaking things up and always coming up with new ways to promote their brands’ experiences,’ says Federico Capeci, Chief Digital Officer & CEO Italy, Kantar, Insights Division.

The BrandZ Top 30 Most Valuable Italian Brands report and ranking and extensive analysis are available online here.

Source : Kantar Millward Brown

Editor's Notes

About the BrandZ™ Top 30 Most Valuable Italian Brands Ranking

The valuation behind the BrandZ™ Top 30 Most Valuable Italian Brands was conducted by Kantar Millward Brown, which specializes in brand equity research and brand valuation. The methodology mirrors that used to calculate the annual BrandZ Top 100 Most Valuable Global Brands ranking, which is now in its 12th year.

Commissioned by Kantar, the ranking combines rigorously analysed financial data from Bloomberg with the opinions of over 55,000 Italian consumers since 2006, gathered for nearly 800 brands in over 50 categories. The BrandZ Top 30 Most Valuable Italian Brands is the most definitive and robust ranking of the country’s brands available, and the brands ranked all meet these eligibility criteria:

  • the brand was originally created by an Italian enterprise
  • the brand is owned by a publicly traded enterprise, or its financials are published in the public domain

This approach produced a carefully conceived ranking of brands in 14 categories.

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