Which Italian brands have the highest value?

Gucci is the Italian brand with the highest value for the 5^th year in a row, according to Kantar BrandZ Most Valuable Italian Brands 2023, which is based on the opinions of 50,000 people relating answers for 1,191 brands in 84 categories. The brand value is determined by the “market value” (share price) as well as from “the consumers’ viewpoint” (brand equity). The top-ten also includes Prada (6^th) and Fendi (7^th).

Luxury among brands with the highest value

Gucci confirms itself at the Italian brand with the highest value for the 5^th year in a row. Enel and Kinder close the podium. The top-ten only has one variation from the previous year: Tim (5^th) and Ferrari (4^th) have inverted their positions. Beside from Prada and Fendi, the luxury segment is also present with Bulgari (12°), Armani (14°, -1 position), Bottega Veneta (15°, -1), Salvatore Ferragamo (24°, -2), Versace (29°, -1), Valentino (34° new entry), Dolce & Gabbana (38° new entry).Overall, the 10 luxury brands account for 40% of the ranking’s total value, which for the first time counts 40 (and not 30) brands.

Brands with export difficulties

Overall, the top 30 brands have a value of 104.6 billion USD, down 19% from the previous year. “The decrease – explains the report – is largely due to the difficult macro-economic context. Energy crisis, inflation, supply chain difficulties and the heavy impacts the pandemic caused to brands”. Even so, the overall value is 2% higher than that of 2020 (pre-Covid). The ranking is characterized by something peculiar. In 2023 the top 30 Italian brands owed 70% of their value, on average, to exports. But opposite to the past, those that depended more on foreign sales this year so a steeper decrease in brand value than others.

Watch the price

The study highlighted how Italian consumers are growing increasingly attentive to price. Almost 1 in 3 (29%) makes decision based on price when making a purchase. So, writes the report, “brands must decide whether to lower prices or defend their position by showing the goods’ high value”.

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