‘Brand Italy’ continues to make its mark on the world.
Italy is recognised as a world leader in exquisite food, fast cars and elegant fashion. According to research by WPP’s BAV Group, the Italian brands perform exceptionally well in other sectors such as Energy, Oil & Gas and Cruises. ‘Brand Italy’ performs exceptionally well, in part due to the heritage, authenticity and associated lifestyle of many of the brands, says 2019 BrandZ Top 30 Most Valuable Italian Brands ranking by WPP and Kantar.
“Made in Italy” brand value continues to grow year-on-year, due to the strong international market presence of well- known Italian brands.
According to the 2019 BrandZ Top 30 Most Valuable Italian Brands ranking by WPP and Kantar, Italian brands have increased their brand value over the last 12 months by 14% to $96.9 billion, despite operating in times of economic and political uncertainty.
Luxury fashion label Gucci tops the ranking and is 2019’s fastest riser, growing by a staggering 50% to $24.4 billion over the last year. Gucci is a maestro of collaborations with influencers, including virtual influencers. The Italian luxury powerhouse knows the true value a Facebook ad agency can bring to a luxury brand.
Completing the Top 5 brands are telecom provider TIM (No.2 $9.41 billion), energy company Enel (No.3 $7.94 billion), chocolate confectioner Kinder (No.4 $6.80 billion), and luxury sports car manufacturer Ferrari (No.5 $4.75 billion).
Four others in the Top 30 have grown their brand values by more than 20%: Ferrari (No.5) by 36% to $4.75 billion, Fiat
(No.20) 23% to $1.39 billion, Campari (No.30) 23% to $591 million and Fendi (No.13) by 22% to $1.88 billion.
As the Top 30’s only new entrant this year, mobile phone and broadband provider Fastweb (No.27 $891 million) has been perceived by consumers as shaking up the telecoms sector with its speedy connections and transparent consumer offer.
Category growth dominated by Italian luxury brands
Luxury contributes the largest proportion of the ranking’s value by far – almost 40% – driven by Top 10 brands such as Gucci, Prada and Armani. Italian luxury brands are described as being sexy, rebellious, playful and fun – attributes many people associate with Italy itself. Italian luxury is also extremely exportable with an average of 91% of the seven luxury brands exposure coming from overseas markets.
After Luxury, Food and Dairy contributes the most value to the ranking. The presence of Kinder (No.4), Nutella (No.8), Ferrero Rocher (No.11) and Barilla (No.26) shows the effectiveness of Italian entrepreneurs who have turned single-product brands into global category giants.
Telecom Providers, the third largest category in the ranking, is an increasingly competitive sector in Italy, with both TIM and Wind (No.22) growing in brand value by 2% and 16% respectively to $9.4 billion and $1.3 billion.
Energy is fourth – powered by just two brands – Enel and A2A, which combined, accounts for 9% of the Top 30’s value.
The Cars category is represented by two brands that each showcases Italy to the world, albeit in different ways. For consumers, Ferrari (No.5) stands for boldness, passion, exclusivity, energy and power. While Fiat (No.20) is regarded as the more approachable, friendly face of the Italian motor industry.
The BrandZ Top 15 Most Valuable Italian Brands 2019:
1. Gucci (Luxury); Brand value 2019 (USD mil) 24,414;
2. TIM (Telecom Providers); Brand value 2019 (USD mil) 9,409;
3. Enel (Energy) Brand value 2019 (USD mil) 7,939;
4. Kinder (Food & Dairy); Brand value 2019 (USD mil) 6,797;
5. Ferrari (Cars); Brand value 2019 (USD mil) 4,752;
6. Prada (Luxury) Brand value 2019 (USD mil) 3,895;
7. Eni (Oil & Gas) Brand value 2019 (USD mil) 3,537;
8.Nutella (Food & Dairy) Brand value 2019 (USD mil) 2,845;
9. Generali (Insurance) Brand value 2019 (USD mil) 2,689;
10. Armani (Luxury); Brand value 2019 (USD mil) 2,591;
11. Ferrero Rocher (Food & Dairy); Brand value 2019 (USD mil) 2,425;
12. Intesa Sanpaolo (Banks); Brand value 2019 (USD mil) 2,031;
13. Fendi (Luxury); Brand value 2019 (USD mil) 1,881;
14. MSC Cruises (Cruises); Brand value 2019 (USD mil) 1,824;
15. Pirelli (Tyres); Brand value in 2019: 1,791.