The total value of the top 40 most valuable Italian brands has increased by 11%, to reach almost $123 billion. 

Post-pandemic economic recovery has led to 28 brands in the ranking experiencing growth, which mirrors how consumer confidence has also grown. Highlights from this latest report, which is based on the opinions of 84,000 people, about 1,200 brands across 84 categories, reveal:

Gucci retains its crown for the sixth consecutive year, worth $26 billion
Enel is the highest-rising brand in the Top 10 at No.2, rising by 37%
Ferrari accelerates into the Top 3, with a brand value increase of 30%
Newcomers include Plenitude (No.12), Edison (No.26) and Birra Moretti (No.30) 
Luxury dominates again, with Prada and Fendi remaining in the Top 10
Local Jewels – brands that sit outside the Top 40, but have impressive Future Power and Demand Power among consumers, include Sant’Anna, Eurospin and Old Wild West. 

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This infographic shows the Top 10 Italian brands, growth in value by category, highest risers and newcomers to the brand ranking. The Alcohol category has grown in value by 62% since last year, and includes top risers, such as Aperol (No.18; $1.4bn), which is also one of the most meaningful brands in the Top 40. Another stand-out Alcohol brand includes beer giant Birra Moretti (No.30; $864m) which has seen success through innovating both its products and communications. 

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Tune in to learn which Italian brands have remained resilient in the face of multiple challenges in the past few years. Analysis of leading brands from Italy, and all over the world, shows that the strongest brands – ones that have built up deeper and broader consumer connections over time – are Meaningful, Different and Salient. Enel is one brand that scores highly across all three measurements. Kinder has also has seen a surge in perceptions of Difference, accompanied by rising Demand Power.


To be eligible for inclusion in this ranking, the brand must have been created in the market and be owned by an enterprise listed on a recognised stock exchange. For those owned by private companies, financial statements must be available in the public domain. Unicorn brands must have their most recent valuation publicly available. Watch the video to learn more about the methodology behind Kantar BrandZ brand valuation rankings, which is based on a three-step process, combining financial value and brand contribution to determine a brand’s value.

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Italy’s brand ranking has been expanded from 30 to 40 brands for the first time, in order to measure and celebrate more of Italy’s most successful brands. The total brand value of the Kantar BrandZ Top 40 Most Valuable Italian Brands 2023 stands at $110.5 billion, with the top 30 collectively achieving a 2% brand value premium over their 2020 (pre-COVID-19) level.

The macroenvironment remains turbulent with the lingering effects of the pandemic and ongoing energy crisis, inflation and supply-chain bottlenecks. Brands that are indispensable to their customers’ lives are much better placed to thrive in good times and bad.

This Italian brand ranking study, which is based on the opinions of more than 50,000 respondents about 1,191 unique brands across 84 categories, reveals:

  • Gucci is the number one most valuable Italian brand for the fifth consecutive year
  • Enel, Kinder, Ferrari and TIM make up the remainder of the top 5
  • Luxury is the largest category in the ranking, with Prada and Fendi in the top 10
  • Newcomers between 30-40 in the ranking include cruise brands: Costa Cruises and MSC Cruises and Food & Beverages brands: San Pellegrino, Levissima, Giovanni Rana and AIA
  • 29% of Italy’s consumers are driven by price when making buying decisions; brands must decide whether to lower prices or defend their position by demonstrating high value
  • Explore new insights on pricing, sustainability and building resilience for your brand in the new report.

Download the Kantar BrandZ Most Valuable Italian Brands 2023 report

Italy has been experiencing a dazzling international moment when it comes to brands. The ‘Made in Italy’ label is a true indicator of top-quality products and one that is displayed with pride.

Brands from 11 categories feature in the Kantar BrandZ Italian Top 30, spanning from well-known food brands to essential telecom providers. Yet the real standout category of the ranking lies with luxury, with eight brands accounting for 44% (or $57.2 billion) of the total value of the ranking.

Italy’s number one most valuable brand is luxury fashion company, Gucci, with a brand value of US$37.9 billion. Gucci has retained this title for the fourth consecutive year in a row. This is followed by utilities company, Enel (No.2, US$12.6 billion) and confectionary company, Kinder (No.3, US$9.8 billion).

The key is that Italian brands love to lean into their origin stories and stress the special qualities that continue to make the country’s products globally renowned and desired. The most valuable Italian brands recognise that heritage is important to consumers.

Dive into our latest report, with unique insights on what is behind Italy’s most valuable brands.

Download the Kantar BrandZ Most Valuable Italian Brands 2022 report

Download the Kantar BrandZ Most Valuable Italian Brands 2022 infographic

Despite a turbulent year, and the threat of a lasting economic recession, the Kantar BrandZ Most Valuable Italian Brands ranking has risen by 11%, to reach a total brand value of $114.6 billion.

Gucci retains the top position as Italy’s most valuable brand for the third year, with a brand value of $33.8 billion. Italian luxury brands continue to dominate the ranking, accounting for 42% of the total brand value of the Top 30.

17 brands increased their value, by an average of 24%, including the fastest risers: Bottega Veneta (No.12, $2.2 billion, +54%), Aperol (No.23, $1.1 billion, +54%), Fendi (No.8, $3.2 billion, +48%), Enel (No.2, $13.6 billion, +41%) and Ferrari (No.5, $6.8 billion, +35%).

The most valuable brands in Italy – and the fastest-growing smaller brands – clearly demonstrate the benefits of being meaningful, different and salient in consumers’ minds. Those that stand out against others in their category in ways that are relevant and important to people have posted significantly stronger performances.

Find out how strong brand equity, agility, and a rapid response have offered businesses insulation from the crisis in our new report.

Download the Kantar BrandZ Most Valuable Italian Brands 2021 report

Download the Kantar BrandZ Most Valuable Italian Brands 2021 infographic

Italian brands are exceptionally strong on the world stage, with ten brands in the Top 30 with 90% or more of their exposure overseas (a combination of revenue, volumes sold and profitability overseas). This allows them to broaden their potential audience base, spread their exposure to risk and capitalise on fast-growing markets.

The strong presence of Italian brands overseas has contributed to the 14% growth of Italy’s Top 30 Most Valuable brands in a time of economic and political uncertainty for the country. 2019’s fastest riser Gucci stands strong as Italy’s most valuable brand after growing 50%, in a ranking flush with luxury brands.

While luxury brands are the largest category contributor to the ranking’s total value, the ranking comprises brands from a wide variety of categories, such as food and dairy, telecom providers, energy providers and car manufacturers.

Download the BrandZ Most Valuable Italian Brands 2019 report

Download the BrandZ Most Valuable Italian Brands 2019 infographic

Kantar and WPP have published the first BrandZ™ Top 30 Most Valuable Italian Brands ranking and report. The annual report covers the evolving landscape for Italian brands and tracks their value. The total Brand Value of the 2018 BrandZ Top 30 Italian brands is $28.9 billion.

Gucci leads the Top 30 ranking, along with six other Luxury brands reflecting Italy’s tradition of businesses built by craftspeople and experts with great vision and determination. Italian brands are highly regarded around the world, particularly when linked to food, wine and fashion.

The report also highlights that while Italian brands are perceived to have a strong Purpose and to be great Communicators, they must continually innovate, and focus on creativity to protect themselves from global disruptive brands.

Review the report and ranking to learn more about the most successful Italian brands and how healthy, innovative brands stand the test of time.

Download the BrandZ Most Valuable Italian Brands 2018 report

Download the BrandZ Most Valuable Italian Brands 2018 infographic

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Discover the factors driving growth for the world’s most valuable brands.
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