Ferrari tops brand power survey

Prancing Horse badge pips Google and Apple as most powerful brand in the world
Ferrari has out-ranked high-profile companies including Coca-Cola, Hermes and Google to be declared the world's most powerful brand.

The Pracing Horse's brand rating was measured by BrandFinance ( which based its findings on factors such as brand affection, marketing/advertising spend, loyalty and average revenue per customer to name a few.

While it won't add any more physical power to its high-performance supercars or F1 racers, Ferrari's number one ranking comes on the back of new global sales records for the Italian car maker.

Shrugging off a close to 50 per cent drop in sales in its domestic market, Ferrari recently recorded its best sales result in its 66-year history, selling 7318 road cars in 2012, up 4.5 per cent on the previous year.

Big gains in the North American and European markets came despite sluggish economic climates, illustrating how desirable the Prancing Horse stable of production cars continue to be.

Ferrari's net revenue was also up by eight per cent, to 2.4 billion euro ($3.1 billion).

While Ferrari is not the world's most 'valuable' brand - that accolade goes to Apple - its status as the 'most powerful', growing influence in Asian markets like China, and the impending arrival of its new F70 flagship supercar should contribute to another strong result in 2013.

"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," said Luca di Montezemolo, Ferrari chairman.

"This achievement proves that even in very tough economic times, Italy can still offer the world businesses of excellence," added Mr di Montezemolo.

The top five most powerful brands according to BrandFinance are as follows:

1. Ferrari
2. Google
3. Coca-Cola
4. PwC
5. Hermes

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Published : Wednesday, 20 February 2013
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