The Wild One

Ferrari becomes the world's most powerful brand

Brand Finance, a leading independent brand valuation consultancy has published its annual study that reveals the top brands worldwide on the basis of revenue a brand can generate and how strong its customer/fan base is. And interestingly Ferrari has topped the chart this year.

Understandably, Ferrari does not have the financial strength of the overall revenues of large multinationals. But according to the study, considering the Italian supercar maker’s other financial metrics, such as net margins, average revenue per customer, and advertising and marketing spend, as well as qualitative parameters, such as brand affection and loyalty gives Ferrari tremendous opportunity to generate revenue. And it is this potential that has placed Ferrari as the world’s most powerful brand. 

“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.”  

To get a deeper insight into the report it would be worth mentioning that the Brand Finance study measures a brand on three dimensions, namely, Inputs, Strength and Output.