Italian carmaker Ferrari was named the most influential global brand due to the amazing combination of reliability, customer trust and their irresistible desire to purchase one of the popular sports cars. This title was awarded to Ferrari by Brand Finance.
The executive director of the agency, David Haig, explained that the Ferrari logo (prancing horse) is perhaps the most recognizable in the whole world, including countries in which there is no question of asphalt roads. Both in Italy and abroad, the brand of this car manufacturer is a huge success.
According to Haig, Ferrari becomes almost a symbol of worship among fans of speed and beautiful cars.
Today, Ferrari is on the list of the most popular brands, which includes 11 world famous companies such as Google, Hermes, Coca-Cola and Red Bull. However, despite this state of things, the Italian company is not included in the top list of firms with the highest cost.
Ferrari occupies only 350th place in the world: experts estimated it at only 4 billion dollars.
As noted by American publications, as a rule, the owners of brands related to various technologies will be able to gain the most from the sale of their firms. For example, California-based smartphone and tablet maker Apple Inc. today is worth more than 100 billion. Second place in the ranking was “occupied” by the Korean concern Samsung (78 billion), and bronze went to the Google search engine (68 billion).
General statistics indicate that US companies occupy most of the Brand Finance list, with 185 out of 500 possible positions.
In second place is Japan. Despite the fact that seven Japanese firms dropped out of the agency rating, local auto giants such as Toyota, Mitsubishi and Honda still remain in it. Germany, France and the United Kingdom close the top five. Being the second largest economy in the world, China ranked only 6th in the number of companies in the ranking of the most expensive brands. According to experts, the Chinese market is rapidly expanding its holdings, and such well-known companies as Huawei and Baidu have increased their recognition by 50%.
Finland is on the list of countries that cannot boast of world-famous and expensive companies. The only brand that has earned the appreciation and trust of customers is Nokia, and even then, it only recently began to return after a long stagnation.
However, until now, the Finnish company cannot adequately compete with the giants of the smartphone market - Samsung and Apple.
Nevertheless, Nokia managed to outperform the popularity and trust of Blackberry customers, who this year did not get a place on the Brand Finance list. Brazilian world famous companies are also losing ground. This year, 5 out of 9 firms remained on the agency’s list. The market of Russia and India is also slightly pleasing to consumers.