The 2026 Kantar BrandZ Top 40 Most Valuable Italian Brands have collectively reached a total brand value of $129 billion, marking a 6% increase since last year. This renewed momentum marks the strongest annual growth since the post-pandemic peak of 2022, signalling a cautious, but clear return of business and consumer confidence despite ongoing market challenges.
Key highlights from the report, based on insights from over 93,000 consumer interviews, include:
- Enel has been crowned Italy’s Most Valuable Brand for the first time, with its brand value rising 17% to $18 billion
- Gucci ($13.8bn) takes second place, heading Italy’s luxury sector
- Renewed investor and consumer confidence sees banks and insurers lead Italy’s brand value boom, with Generali (No.5; $6bn) the highest-ranked brand in the Financial Services category
- TeamSystem (No.18; $1.7bn) enters the ranking as the first Business Technology and Services Platforms brand to feature in Italy’s Top 40
- Resilience isn’t accidental; brands that are Meaningful and Different convert uncertainty into momentum, delivering stronger ROI, faster brand value growth and real pricing power.
Kantar BrandZ Most Valuable Italian Brands
Discover how the strongest brands are leading the way by fusing deep relevance with true differentiation
Infographic
Explore Italy’s brand landscape in this infographic. Kantar BrandZ’s Top 5 Most Valuable Italian Brands in 2026 are:
No.1 Enel – US$18 billion
No.2 Gucci – US$14 billion
No.3 Ferrari – US$14 billion
No.4 Kinder – US$9 billion
No.5 Generali – US$6 billion
Download the infographic
Explore BrandZ data for free
Discover your top brand equity indicators in seconds with Kantar BrandSnapshot powered by BrandZ.
The Power of Meaningful Difference
Kantar BrandZ data shows that when brands invest in outstanding, reliable experiences supported by strong communications, they outperform the market on Meaningful Difference and, in turn, brand and shareholder value. Don’t miss the full countdown and see which brands are defining Italy’s next wave of growth.
Methodology: how we measure brand value
Kantar BrandZ uses a consumer-centric approach combining Financial Value (corporate earnings linked to brand assets) and Brand Contribution (driven by Demand Power, Pricing Power and Future Power). This approach is powered by over 4.5 million interviews across 54 markets. Kantar’s Meaningful Different and Salient framework is endorsed by the Marketing Accountability Standards Board (MASB) and ensures accurate, actionable insights into what truly drives brand growth. Learn more
Despite a complex geopolitical backdrop, the Kantar BrandZ Top 40 Most Valuable Italian Brands have remained stable since 2024. The ranking is worth $121 billion, with over half the brands having grown in value over the past year.
Highlights from this report, which includes the opinions of 89,000 people about 1,200 brands across 85 categories, reveal:
• Gucci is the most valuable Italian brand, with a brand value of $17 billion
• No.2 Enel (+17%) and No.3 Ferrari (+38%) have seen significant growth
• Five brands in the ranking have posted growth in brand value of 20% or more, with Intesa Sanpaolo growing the most, by 53%
• Prada (No.5; $5.6bn) and Fendi (No.6; $5.5bn) have advanced one place up the ranking
• Three retail newcomers: Conad, Coop and Esselunga have made their debut in the ranking, showcasing their reputation for quality and convenience
• Top 40 Italian brands with the highest Demand Power (a blend of Meaningful Difference and Salience, and a proxy for market share) have grown their brand value at more than twice the rate of those with lower Demand Power.
Download the Kantar BrandZ Most Valuable Italian Brands 2025 report
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.
Hear more about the performance of Italy’s most valuable brands on Radio24
Download the Kantar BrandZ Most Valuable Italian Brands 2024 report
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
Download the Kantar BrandZ Global Report
Discover 10 implications for better marketing decisions