The Global 500 survey, which analyses the financial and brand performance of major companies, has found that Ferrari is the world’s most powerful brand.
Owned by Italian manufacturer Fiat, Ferrari achieved the highest brand rating despite being smaller and less valuable than some of its rivals.
Considered worldwide, Ferrari outperforms much larger manufacturers such as BMW, Volkswagen and Audi – as well as all the other brands.
One of the key considerations for brand value is revenue but the company’s margins, revenue per customer, advertising and marketing spend are also considered.
While Ferrari can’t compete with the bigger multi-nationals in terms of size, it excels in important areas such as brand affection and loyalty.
Ferrari recorded an increase in net profits of 7.6 per cent during the first nine months of 2012, ramping its profits up to £131.4 million. Total turnover for the company was £1.52 billion.
No other manufacturers made it in to the top five results, with Google, Coca-Cola, PwC and Hermes occupying second to fifth place respectively.
Ferrari chairman, Luca di Montezemolo, said: “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.
"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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Well, that's me sold...
... I'm off out to by some Ferrari Branded Merchandise and impress everyone...!
screwed up survey
PWC? seriously? what a farce
Lewis Kingston wrote: While
What a load of old Bo Lax!
How do you measure brand affection?!?!
Really, who cares about who has the most powerful brand? Besides, what does it really mean? Does Ferrari now think "Ahhh, we can now launch a soft drinks brand or go in to accountancy because our brand can do no wrong"?
Of course not. It's all just a bit of corperate back slapping.
Pointless.
Measuring brand value
Autocar is full of users whose lack of knowledge about any given subject in no way inhibits their willingness to comment on it.
Measuring brand value is straightforward and is meaningful. Ferrari's merchandising may be tacky but it's a way of generating additional revenue, because other companies will pay to license the brand. A cursory look at the profit and revenue figures suggests it's fairly vital, too - on the face of it, Ferrari might enjoy better margins than most car companies, but they don't look that wonderful.
Quality brand = License to print money
Pointless? I don't think so. But we can perform a little experiment to see if you are right by answering these few simple questions. (1) Whats names that pop into your head when you think sportswear? (2) What names that pop into your head when you think soft drinks? (3) What names that pop into your head when you think smart phones? (4) What names that pop into your head when you think fast, exquisite looking, quality sports car? If you have answered Adidas or Nike, Cocoa Cola or Pepsi, Apple or Samsung, Ferrrari or Lamourghini then you are not alone as that is probably what 90% of the developed world would have answered. That's brand affectiion.