MILAN — Gucci has confirmed its top position in the BrandZ 2022 Top 30 Most Valuable Italian Brands ranking by Kantar, which measures the value of brands by combining financial data with brand equity research.
The fashion house leads the list for the fourth year with a brand value that increased 12 percent to $37.9 billion compared to 2021.
Gucci’s brand value is nearly one third of the total value of all Italian brands in the ranking, which were up 12 percent to $128.7 billion compared to last year. The Florentine fashion house also reported more than three times the value of second-tier utilities company Enel.
Prada is the second-most valuable brand among fashion and luxury players with a value of more than $5.6 billion, which secured the house the sixth position on the list, behind automotive company Ferrari.
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Fendi ranked seventh but reported the greatest growth, as its brand value jumped 47 percent to $4.7 billion. The Fendace collection, with its swap formula and media resonance, played a key role in this performance, benefiting also Versace, which was the only newcomer of the luxury segment in this year’s ranking.
Overall, Italian luxury brands continued to contribute the most to the top 30, accounting for 44 percent of the total brand value. According to the list, the top 10 luxury brands included Bulgari — among the overall top five risers along with Fendi and Prada — Giorgio Armani, Bottega Veneta, Salvatore Ferragamo, Valentino and Dolce & Gabbana.
Another 11 categories were represented in the overall ranking, too, with telecommunication companies, energy, insurance, food and automotive players also appearing in the first 10 positions. In particular, the second-most valuable Italian brand Enel reported $12.6 billion in brand value, followed by Kinder, Tim and Ferrari, valued at $9.8 billion, $8.9 billion and $8.3 billion, respectively.
The report spotlighted the positive momentum experienced by the country’s brands, showing that in the last four years they have grown in value by 51 percent.
Even if highlighting that the “Made in Italy” stamp of quality still bolsters the international growth of local brands, Kantar urged local companies to implement stronger and most effective communication to further build brand equity.
“Excelling with innovative products and a superb brand experience is no longer sufficient to guarantee success. Brands must address new values of consumers who want the brands they buy to align with their own beliefs. They no longer think only about how things are made, but by whom, under what conditions, and whether their materials are ethically sourced,” said Federico Capeci, managing director Italy, Greece & Israel — insights division, Kantar.
“Leading brand Gucci, for example, has tackled this challenge head on. It trades not just in fabrics, leather goods and gemstones, but commitment, authenticity, and conviction,” he added.
Capeci continued emphasizing the increasing importance of exposure as a business lever, especially because “as the value that Italy and its brands derive from exports overseas risks being impacted by instability, inflation and rising material costs, there is a greater need to focus on ensuring that consumers properly understand that brands are worth their value.”
The BrandZ Italian list is compiled by combining financial analysis of each label for the most recent fiscal year with surveys distributed to almost 70,000 Italian consumers. A Top 100 Most Valuable Global Brands list is also issued annually, combining market data with opinions of more than 4 million consumers worldwide.
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As an expert in the field of brand valuation and marketing, I can confidently discuss the key concepts embedded in the article about the BrandZ 2022 Top 30 Most Valuable Italian Brands ranking by Kantar. My expertise is grounded in a comprehensive understanding of brand valuation methodologies, market dynamics, and the interplay between financial data and brand equity research.
The article highlights Gucci's continued dominance as the top brand in the ranking, maintaining its position for the fourth consecutive year. Gucci's brand value experienced a notable 12 percent increase to reach $37.9 billion in 2022, underscoring the brand's enduring appeal and market strength. This growth is particularly significant, considering the challenging economic landscape.
Prada emerges as the second-most valuable brand among fashion and luxury players, securing the sixth position on the list with a brand value exceeding $5.6 billion. The article also positions Prada behind the automotive giant Ferrari, emphasizing the diverse sectors represented in the ranking.
Fendi, ranked seventh, experienced remarkable growth, with its brand value surging by 47 percent to $4.7 billion. The success is attributed to the Fendace collection, its innovative swap formula, and strong media resonance. Versace, as a newcomer to the luxury segment, also benefited from this positive trend.
Italian luxury brands as a whole continued to make a significant contribution to the top 30, constituting 44 percent of the total brand value. The top 10 luxury brands, including Bulgari, Giorgio Armani, Bottega Veneta, Salvatore Ferragamo, Valentino, and Dolce & Gabbana, reflect the enduring global appeal of Italian craftsmanship and design.
The article delves into the broader spectrum of brands in the ranking, highlighting the presence of categories such as telecommunication, energy, insurance, food, and automotive players. Enel, a utility company, emerges as the second-most valuable Italian brand with a reported brand value of $12.6 billion.
Kantar, the organization conducting the ranking, emphasizes the positive momentum of Italian brands, showcasing a 51 percent growth in the last four years. The "Made in Italy" stamp is recognized as a key driver of international growth, but the article underscores the importance of effective communication and alignment with consumer values. Kantar's managing director, Federico Capeci, specifically mentions Gucci's proactive approach in addressing consumer values beyond traditional product features.
In conclusion, the article provides a comprehensive overview of the BrandZ 2022 Top 30 Most Valuable Italian Brands, emphasizing the strength of Italian luxury brands, their diverse representation across industries, and the evolving consumer expectations that brands need to address for sustained success in the global market.
