Ferrari is the world’s most powerful brand. And not simply in the opinion of millions of Prancing Horse enthusiasts the world over, 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.”
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