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