Gucci is the most valuable Italian brand, as proved by the BrandZ Top 30 Most Valuable Italian Brands 2019, a market study carried out by consultancy companies Wpp and Kantarto assess Italian brands’ value.
Gucci ranked first totaling the highest score both in terms of overall value and growth value. Its brand value was assessed at $24.4 billion (around €21.4 billion), meaning it has increased by 50% since last year. The second and third place went to telecommunications giant Tim (+2%, with a $9.4 billion value) and energy supplier Enel (+8%, with a $7.9 billion value) respectively.
As the study highlighted, luxury brands are mostly to be credited for the overall value of the ranking (almost 40% of the total). Besides Gucci, Prada ranked sixth with $3.9 billion (-5%), Armanitook tenth place with $2.6 billion (+5%) and Fendi ranked 13thwith $1.9 billion (+22%), while Bottega Veneta, Salvatore Ferragamo and Bulgari, which are also listed, ranked lower than 15th.
As Wpp’s David Roth stated
the BrandZ Top 30 ranking stresses that there are exceptional growth opportunities for the Italian businesses willing to invest in their brands. You need to be ambitious and bold in order to venture outside your reference market, and the leading Italian brands stand out in international markets for showing resilience, pursuing innovation, and offering an extraordinary consumer experience
Italian brands’ value generally increased by 14% in the last 12 months, reaching $96.9 billion.