Italy has been experiencing a dazzling international moment when it comes to brands. The ‘Made in Italy’ label is a true indicator of top-quality products and one that is displayed with pride.

Brands from 11 categories feature in the Kantar BrandZ Italian Top 30, spanning from well-known food brands to essential telecom providers. Yet the real standout category of the ranking lies with luxury, with eight brands accounting for 44% (or $57.2 billion) of the total value of the ranking.

Italy’s number one most valuable brand is luxury fashion company, Gucci, with a brand value of US$37.9 billion. Gucci has retained this title for the fourth consecutive year in a row. This is followed by utilities company, Enel (No.2, US$12.6 billion) and confectionary company, Kinder (No.3, US$9.8 billion).

The key is that Italian brands love to lean into their origin stories and stress the special qualities that continue to make the country’s products globally renowned and desired. The most valuable Italian brands recognise that heritage is important to consumers.

Dive into our latest report, with unique insights on what is behind Italy’s most valuable brands.

Kantar BrandZ 2022 Most Valuable Italian Brands
Discover Italy’s most valuable brands, with data-driven insights to help businesses find long-term success.
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The highest-performing brands in the Italian ranking are those that deliver on three key building blocks of strong brand equity: Meaning, Difference and Salience. Get a quick view of the Top 10 Italian brands and overall category performance here.

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Even during a tough economic period with high inflation, price is not the only factor that consumers look at when choosing what to purchase. A strong brand can be the reason. Watch to discover Italy’s Top 30 brand ranking in this countdown video.

Launch event

Join Italy’s leading brand experts, Federico Capeci, Managing Director (Italy, Greece, Israel); Matteo Beccarelli, Brand Guidance Leader, and Stéphanie Leix, Head of Media & Creative, to hear an extensive debrief on the strategies behind the growth of Italy’s most valuable and dynamic brands.

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