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 leading 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.”
STORY BY FERRARI
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