Most Powerful: Ferrari Tops Brand List


Ferrari 458 Spider, finished with some custom touches from the Ferrari Atelier

Ferrari is the world’s most powerful brand, according to leading brand valuation experts Brand Finance. Now lists like this are not uncommon (think Forbes) but we find it fascinating that a carmaker like Ferrari that likely produces the same number of cars in one year that Toyota makes in a day, less even, can outpace all the rest. Even better, according to Brand Finance’s list, Ferrari beats every other brand, including Apple, Google and Coca-Cola. As other reports have noted, Ferrari is the most powerful brand, not the most valuable – that honor goes to Apple (brand value: US$87 billion).

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Another custom job from the Ferrari Atelier, this time on the 458 Italia

Brand Finance CEO David Haigh puts it into context this way: “Brand is one of many intangible assets which drive profitable growth. Technology, contractual, human capital and customer intangibles as well as general goodwill all drive overall corporate value. With revenues in the tens of billions, Apple and Samsung are slugging it out for global brand supremacy and are vying with each other to create strong ‘customer love’ for their brands. However, 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.”

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The interior of a Ferrari FF as dreamed up by the Ferrari Atelier

Ferrari is loving this because this company clearly falls into the last part of the statement. The Maranello-based firm released this statement in appreciation of this honor, via Ferrari Chairman Luca di Montezemolo: “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. This achievement proves that even in very tough economic times, Italy can still offer the world businesses of excellence. Behind this acknowledgement are exceptional products made by equally exceptional men and women. They made it possible and for that I thank them.”

For our part, we celebrate the triumph of dreams over plain old vulgar material reality. After all, what is Ferrari but the dream of speed? 

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Ferrari 458 Italia in Italian livery by the Ferrari Atelier

Brand Finance


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