Ferrari
is the world’s most powerful brand. And not simply in
the opinion of millions of Prancing Horse enthusiasts
all over the world or, indeed, the clients that continue
to buy the cars built at Maranello year after year, but
according to the annual list compiled by brand valuation
experts, Brand Finance.
Ferrari took the number
one spot of the top five most powerful brands in 2013
ahead of the likes of Google, Coca-Cola, PwC and Hermes
on a list that includes the 500 most famous companies in
the world. Because of its size, the Maranello company
cannot compete with the large multinational brands in
terms of overall revenues.
However, its brand
rating takes into account 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.
“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.”