Ferrari is 'world’s most powerful brand'

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 percent during the first nine months of 2012, ramping its profits up to £131.4 million (Rs 1,104 crore). Total turnover for the company was £1.52 billion (Rs 12,781 crore). 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 (pictured), 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.”

LEWIS KINGSTON, AUTOCAR UK