Who leads Kantar’s ranking? “BrandZ Top 30 Most Valuable Italian Brands 2021” measures the value of Italian brands by combining financial data with research on brand equity. Gucci has a brand value of 33.8 billion USD, three times more than the 2nd ranked (Enel). Bottega Veneta (+5% on 2020) and Fendi (+48%) are the two brands with the widest increments. Even if 2020 was the year of the pandemic, the ranking highlights the continuous value growth of Italian brands, particularly within the luxury segment, that represents 42% of the value of the total top 30 brands.
Leading the ranking
For the third year in a row, Gucci was confirmed to be the highest value brand in Italy. The Bizzarri-Michele enterprise grew by 12% over 2020. The key elements behind Gucci’s performance were the investments in brand experience and digital. According to Fashion Network, the brand has a community of over 85 million followers. Robert Triefus, executive VP and brand and customer engagement for Gucci, points out the “brand’s capacity of re-inventing and guaranteeing what is relevant today” to WWD. Enel and Tim complete the podium. Prada, with a value of almost 4 billion USD, is in 6th place, Fendi in 8th position and Bottega Veneta in 12th. Others include Armani (13), Bulgari (15) e Salvatore Ferragamo (19).
Italy’s placement
17 brands out of the 30 ranked ones incremented their value by, on average, 24%. The one that grew the most was Bottega Veneta (2.2 billion USD, +54%), while Fendi is in 3rd place (e.2 billion, +48%). “Even with the economic and health crisis, Italian brands showed that growth is possible when there is the courage of deciding where to focus one’s energy and react – commented Federico Capeci, CEO of Italy, Greece and Israel of Insights Division Kantar -. Today more than ever it’s important to know what clients are thinking and be able to answer rapidly. Brands need strategies that focus on today, while looking to the future, and they must be rigorously implemented to achieve long-term success”.
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