With beauties in the lineup such as the Roma, F8 Tributo, and SF90 Stradale, Ferrari’s level of global fame is unparalleled in the world of niche sportscar-makers. And as a result, for the second consecutive year, the Maranello carmaker has been named the world's strongest brand by Brand Finance leaving behind others including McDonald’s, Coca-Cola, Lego, and Disney. In fact, no car company made it into the top 10 Most Valuable Brands.
It is not just Ferrari's product or manufacturing that is being recognized – after all, it only makes around 10,000 vehicles a year - but what is being recognized is its estimated strength as a name. It topped the Brand Finance’s charts with a Brand Strength Index score of 94.1 out of 100 "on the basis of [its] efficacy... on intangible measures," Brand Finance says.
Most children will have heard of Ferrari by the time they turn eight – however, actually seeing one of the supercars on the road is a relatively rare occurrence, but Ferrari doesn’t just make money by selling cars, it also does so from selling merchandise and licensing its name to other companies.
So, just how much is the Ferrari brand - one of only twelve brands across all industries to receive a AAA+ rating in 2020 - worth today? Brand Finance estimates that figure to be $9.1 billion with year-on-year growth of about 9 per cent. When it comes to overall value, however, Ferrari only ranks in 206th position among the world’s 500 most valuable brands in 2020.
“The embodiment of luxury, Ferrari continues to be admired and desired around the world, and its outstanding brand strength reflects this,” David Haigh, CEO of Brand Finance, comments. “It is no wonder that many consumers, who might never own a Ferrari car, want a bag or a watch emblazoned with the Prancing Horse, but it is also crucial that the company management remain at the steering wheel of the brand’s future and maintain its exclusive positioning by monitoring the licensing output closely.”
Mercedes-Benz has a brand value of $65 billion and the German carmaker is followed by Toyota ($58bn), Volkswagen ($44.8bn), BMW ($40.4bn), Porsche ($33.9bn), Honda ($33.1bn) and the Hyundai Group ($20.7bn).
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