New report names Ferrari as the World’s strongest brand

Elizabeth Jenkins-Smalley

Elizabeth Jenkins-Smalley

Editor In Chief at The Executive Magazine

World-renowned supercar manufacturer Ferrari has claimed the top spot at the podium for the world’s strongest brand, according to a new report. The Executive Magazine takes a look.

The Italian carmaker was given the number one rating after its Brand Strength Index (BSI) score – which takes into account factors such as marketing investment, stakeholder equity, and the impact of those on business performance – was given a whopping 94.8 out of 100 and AAA+ brand rating.

The report, conducted by Brand Finance, the world’s leading independent valuation and strategy consultancy, put Ferrari over the top of industry-leading brands McDonalds, Coca-Cola, Lego, and Disney. The iconic auto brand held the last title in 2014.

Since its inception, Ferrari has been joined at the hip with style and performance, allowing the iconic brand to reach further into surrounding sectors including merchandise, theme parks, and even the Maranello village, a Ferrari-themed hotel.

Ferrari has not only been exceeding itself in brand reach and recognition, either: in 2018 the brand raced ahead of the competition in its brand value, improving by 27% to reach a final valuation of US$8.3bn.

David Haigh, CEO of Brand Finance, commented: “As the world’s foremost luxury carmaker, Ferrari has an unparalleled level of brand recognition, upholding excellence for design and innovation.

“The prancing horse logo is a perfect symbol of the brand’s strength and vitality as it plans new models and reaches outside the auto industry.”

Despite Ferrari being the leading automotive brand according to Brand Finance, it is not alone; upmarket auto brands in general continue to turn heads and win consumer approval, with Porsche and BMW following Ferrari as first-class brands with AAA brand strength ratings.

Yet brands from other major industries round out the top ten of the strongest brands, Brand Finance notes: three of the Big Four brands, Deloitte, PwC, and EY all post an elite AAA+ brand strength rating.

Amazon defends prime position as the world’s most valuable brand following 25% growth to US$187.9 billion, with Apple and Google placed 2nd and 3rd.

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