The brand stronger in the world? It’s always Ferrari. For the second year in a row, according to Brand Finance, the leading independent world in the economic evaluation of the brand, is still the mark of the prancing horse to keep the leadership of the ranking.
With a Brand Strength Index 94.1 on 100 Ferrari is at the top of the ranking of only 12 brands that have achieved the highest rating (AAA+), ahead of giants such as Disney and WeChat.
The report Brand Finance Global 500 2020, has just been presented in Davos during the World Economic Forum, and also calculates a value of the brand Ferrari of 9.1 billion dollars, an increase of 9% thanks to the positive trend in sales, and the overall strength of the brand.
The brand value is calculated by Brand Finance on the estimate of the net benefit that the proprietor of the trade mark would be giving the license for the trademark on the open market, while it measures the strength of the brand based on its effectiveness compared to its competitors.
“The Ferrari, the embodiment of luxury, continues to be admired and desired around the world, and the extraordinary strength of the brand is evidence of that – said David Haigh, Ceo of Brand Finance, it is Not surprising that many consumers, who might not ever own a Ferrari, want a bag or a watch with the Prancing horse, the but it is also essential that the management of the company remains at the wheel of the future of the brand and will maintain its unique positioning carefully monitoring the production of licences”.
According to the analysts of Brand Finance, in 2019, the Ferrari has launched five new models, including the SF90 Road and the Ferrari Rome, both aimed at new market segments.
The house of Maranello has also established a production agreement with the Giorgio Armani group, which will support the inclusion of the range Ferrari in a context even more premium.
for years, the Ferrari uses merchandising to support brand awareness and diversify income streams, and is taking steps to preserve the exclusivity of the brand.
The maserati expects to reduce by 50% the current license agreements and to eliminate the 30% of the categories of products. (m.r.)
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