Ferrari is the world’s most powerful brand, according to leading brand valuation and marketing experts Brand Finance.
Ferrari, owned by Fiat, achieved the highest brand rating in the Brand Finance Global 500, ahead of such big names as Coca-Cola, Google and Disney.
Ferrari scored high on a wide variety of measures on the Brand Strength Index, including desirability, loyalty and consumer sentiment, visual identity, online presence and employee satisfaction. Taking all metrics into account, Ferrari outperformed not only rival auto manufacturers BMW, Mercedes Benz, Lexus and Audi, but all brands worldwide.
"It is always a pleasure to top any list and still more so when the competition includes some of the world's most famous companies. This achievement proves that even in very tough economic times, Italy can still offer the world businesses of excellence," commented Ferrari Chairman Luca di Montezemolo. "Behind this acknowledgement are exceptional products made by equally exceptional men and women. They made it possible and for that I thank them."
Ferrari is one of only 11 brands including Google, Hermès, Coca-Cola, Disney, Rolex and Red Bull to be awarded an AAA+ brand rating.
“I often think that the Italian genius for car design is based in the language of craft,” said world renowned design critic Stephen Bayley. “Theirs is a workshop vocabulary with words for a car’s features and contours, many of which simply don’t exist in English. If you have a word for it, you can draw it. That word is beauty.”
The BrandFinance Global 500 is the most extensive brand valuation study of its kind in the world.