Despite a complex geopolitical backdrop, the Kantar BrandZ Top 40 Most Valuable Italian Brands have remained stable since 2024. The ranking is worth $121 billion, with over half the brands having grown in value over the past year.
Highlights from this report, which includes the opinions of 89,000 people about 1,200 brands across 85 categories, reveal:
• Gucci is the most valuable Italian brand, with a brand value of $17 billion
• No.2 Enel (+17%) and No.3 Ferrari (+38%) have seen significant growth
• Five brands in the ranking have posted growth in brand value of 20% or more, with Intesa Sanpaolo growing the most, by 53%
• Prada (No.5; $5.6bn) and Fendi (No.6; $5.5bn) have advanced one place up the ranking
• Three retail newcomers: Conad, Coop and Esselunga have made their debut in the ranking, showcasing their reputation for quality and convenience
• Top 40 Italian brands with the highest Demand Power (a blend of Meaningful Difference and Salience, and a proxy for market share) have grown their brand value at more than twice the rate of those with lower Demand Power.
Infographic
Over the past 12 months, 24 of Kantar BrandZ’s Top 40 Italian Brands have increased in brand value. Powerful BrandZ evidence over many years shows that brand equity insulates businesses in difficult times, helps them recover faster from a crisis, and supercharges their growth when conditions are good. The brands that have achieved growth are attracting more customers, ensuring appropriate pricing, increasing their visibility, and identifying new opportunities for expansion.
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Video
Find out which brands made the list of Italy’s most valuable brands. 50% of Italy’s top brands are seen as Meaningfully Different. This ability to stand out in the mind of the consumer – and to be seen as unique and innovative – has a supercharging effect on brand value. Kantar’s Blueprint for Brand Growth – guides brands on ways to achieve growth by building Meaningful Difference.
Methodology
To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.
The total value of the top 40 most valuable Italian brands has increased by 11%, to reach almost $123 billion.
Post-pandemic economic recovery has led to 28 brands in the ranking experiencing growth, which mirrors how consumer confidence has also grown. Highlights from this latest report, which is based on the opinions of 84,000 people, about 1,200 brands across 84 categories, reveal:
• Gucci retains its crown for the sixth consecutive year, worth $26 billion
• Enel is the highest-rising brand in the Top 10 at No.2, rising by 37%
• Ferrari accelerates into the Top 3, with a brand value increase of 30%
• Newcomers include Plenitude (No.12), Edison (No.26) and Birra Moretti (No.30)
• Luxury dominates again, with Prada and Fendi remaining in the Top 10
• Local Jewels – brands that sit outside the Top 40, but have impressive Future Power and Demand Power among consumers, include Sant’Anna, Eurospin and Old Wild West.
Hear more about the performance of Italy’s most valuable brands on Radio24
Download the Kantar BrandZ Most Valuable Italian Brands 2024 report
Italy’s brand ranking has been expanded from 30 to 40 brands for the first time, in order to measure and celebrate more of Italy’s most successful brands. The total brand value of the Kantar BrandZ Top 40 Most Valuable Italian Brands 2023 stands at $110.5 billion, with the top 30 collectively achieving a 2% brand value premium over their 2020 (pre-COVID-19) level.
The macroenvironment remains turbulent with the lingering effects of the pandemic and ongoing energy crisis, inflation and supply-chain bottlenecks. Brands that are indispensable to their customers’ lives are much better placed to thrive in good times and bad.
This Italian brand ranking study, which is based on the opinions of more than 50,000 respondents about 1,191 unique brands across 84 categories, reveals:
- Gucci is the number one most valuable Italian brand for the fifth consecutive year
- Enel, Kinder, Ferrari and TIM make up the remainder of the top 5
- Luxury is the largest category in the ranking, with Prada and Fendi in the top 10
- Newcomers between 30-40 in the ranking include cruise brands: Costa Cruises and MSC Cruises and Food & Beverages brands: San Pellegrino, Levissima, Giovanni Rana and AIA
- 29% of Italy’s consumers are driven by price when making buying decisions; brands must decide whether to lower prices or defend their position by demonstrating high value
- Explore new insights on pricing, sustainability and building resilience for your brand in the new report.
Download the Kantar BrandZ Most Valuable Italian Brands 2023 report
Italy has been experiencing a dazzling international moment when it comes to brands. The ‘Made in Italy’ label is a true indicator of top-quality products and one that is displayed with pride.
Brands from 11 categories feature in the Kantar BrandZ Italian Top 30, spanning from well-known food brands to essential telecom providers. Yet the real standout category of the ranking lies with luxury, with eight brands accounting for 44% (or $57.2 billion) of the total value of the ranking.
Italy’s number one most valuable brand is luxury fashion company, Gucci, with a brand value of US$37.9 billion. Gucci has retained this title for the fourth consecutive year in a row. This is followed by utilities company, Enel (No.2, US$12.6 billion) and confectionary company, Kinder (No.3, US$9.8 billion).
The key is that Italian brands love to lean into their origin stories and stress the special qualities that continue to make the country’s products globally renowned and desired. The most valuable Italian brands recognise that heritage is important to consumers.
Dive into our latest report, with unique insights on what is behind Italy’s most valuable brands.
Download the Kantar BrandZ Most Valuable Italian Brands 2022 report
Download the Kantar BrandZ Most Valuable Italian Brands 2022 infographic
Despite a turbulent year, and the threat of a lasting economic recession, the Kantar BrandZ Most Valuable Italian Brands ranking has risen by 11%, to reach a total brand value of $114.6 billion.
Gucci retains the top position as Italy’s most valuable brand for the third year, with a brand value of $33.8 billion. Italian luxury brands continue to dominate the ranking, accounting for 42% of the total brand value of the Top 30.
17 brands increased their value, by an average of 24%, including the fastest risers: Bottega Veneta (No.12, $2.2 billion, +54%), Aperol (No.23, $1.1 billion, +54%), Fendi (No.8, $3.2 billion, +48%), Enel (No.2, $13.6 billion, +41%) and Ferrari (No.5, $6.8 billion, +35%).
The most valuable brands in Italy – and the fastest-growing smaller brands – clearly demonstrate the benefits of being meaningful, different and salient in consumers’ minds. Those that stand out against others in their category in ways that are relevant and important to people have posted significantly stronger performances.
Find out how strong brand equity, agility, and a rapid response have offered businesses insulation from the crisis in our new report.
Download the Kantar BrandZ Most Valuable Italian Brands 2021 report
Download the Kantar BrandZ Most Valuable Italian Brands 2021 infographic
