While the 2013 BrandFinance Global 500 list saw Apple take out the title of the world’s most valuable brand ahead of Samsung with a brand value of US$87 billion ($84.3 billion), Ferrari was first when it came to brand rating – measured by net margins, average revenue per customer, marketing and advertising spend, brand affection and loyalty.
BrandFinance’s CEO David Haigh explained that while brand value is important, other factors can prove a brand’s worth, such as the case with Ferrari.
“There are other brands in the Global 500 that, though they may never challenge the brand value giants, are nonetheless extremely powerful and well-loved.”
Despite the Maranello-based company’s small size and niche sports car product range, Ferrari achieved the position in front of Google, Coca-Cola, PricewaterhouseCoopers (PwC) and Hermes.
Ferrari chairman Luca di Montezemolo said it was always a pleasure to top any list and even more so when the competition included 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.”
The brand rating result came alongside the announcement that 2012 was the Italian manufacturer’s best ever year in its 66-year history, with the latest financial results topping Ferrari’s previous record in 2008.
Even with the difficult world economic climate, particularly across Europe, a total of 7318 road cars were delivered to dealers worldwide in 2012, up 4.5 per cent over 2011, while revenue hit 2.433 billion euro ($3.14 billion), up eight per cent. The US and Canada saw 2058 vehicles delivered (up 14.6 per cent), while Great Britain, Switzerland and Germany also saw increases (20.4 per cent, 17.4 per cent and 8.2 per cent, respectively).
Ferrari’s home market of Italy did not see the same positivity, with 318 cars delivered to dealerships in 2012, for a decrease of 46 per cent from the previous year.