Gucci was the gold-medal brand in the inaugural Kantar BrandZ ranking in 2018 and has retained this position in every ranking since. This year, it earns the top spot with a brand value of $17.0bn. At No.2, Enel is the most valuable Utilities brand in the ranking and has increased its brand value by 17% to $15.4bn. One of the top risers in the ranking, Ferrari remains at No.3, increasing its brand value by 38% to $14.0bn. The brand has seen its profile raised on the international stage with the signing of Lewis Hamilton as a driver for the Scuderia Ferrari Formula 1 team.
Six Financial Services brands delivered a total brand value of $13.4bn. Four feature amongst the Top Risers: Intesa Sanpaolo (No.10; $3.5bn; +53%), UniCredit (No.11; $3.1bn; +48%), Banca Mediolanum (No.25; $1.2bn; +31%) and Generali (No.7; $4.0bn; +20%), largely as a result of more favourable conditions for the banking sector. Banco BPM also entered the Italian ranking for the first time at No.38 with a brand value of $0.7bn. Although the sector has seen strong growth and comprises many established brands, in the eyes of customers these can lack Meaningful Difference, which leaves them vulnerable to disruption and has the potential to limit future growth.
As a part of the process to continuously evolve Kantar BrandZ valuations, there are now two retail newcomers. Conad is the most valuable Retail brand in the ranking and makes its Kantar BrandZ debut at No.17 with a brand value of $1.5bn, followed closely by Coop at No.18. Esselunga also rises three places to No.32. All three retailers – each with a long history across the country – have shown they can build on a hard-earned reputation for quality and convenience by providing an extensive and updated product range, competitive pricing, good customer service, and reliability.
Kantar BrandZ Top 10 Most Valuable Italian Brands 2025
| Rank | Brand | Category | Brand value (USD M) |
| 1 | Gucci | Luxury | 17,043 |
| 2 | Enel | Utilities | 15,401 |
| 3 | Ferrari | Automotive | 13,966 |
| 4 | Kinder | Food & Beverages | 9,012 |
| 5 | Prada | Luxury | 5,560 |
| 6 | Fendi | Luxury | 5,456 |
| 7 | Generali | Financial Services | 3,976 |
| 8 | TIM | Telecom Providers | 3,946 |
| 9 | Nutella | Food & Beverages | 3,679 |
| 10 | Intensa Sanpaolo | Financial Services | 3,492 |
The trading environment continues to be uncertain due to many factors outside the control of most organisations, but we are seeing many of the top brands in Italy shrug this off and continue to flourish. Our validated framework means that we know why and how brands grow; those that invest in marketing can counteract many external forces and reap the rewards of their understanding that brand success is a long-term commitment.
Predisposing more people to buy at the right price, being more present at the point of purchase and finding new space can help shape marketing initiatives that will resonate with audiences.
Brand investment is critical for sustained success
Demand for luxury goods in key markets – namely the US, Korea, Japan, and China – has tumbled, affecting most brands in the sector. Despite this, Prada has increased its brand value by 7% over the past year, rising to No.5 in the ranking. Success factors include: expansion into emerging markets in the Middle East and Asia, the integration of culture and the arts into the brand narrative through in-store exhibitions that enhance the physical experience to make it about more than shopping, and the launch of sustainability initiatives such as ‘Re-Nylon’, which crafts Prada ranges from recycled ocean plastics.
The four Utilities brands in the ranking have all seen their brand value grow by between 2% and 17%, thanks largely to the effects of sector liberalisation. Increased competition in the sector has raised consumer awareness of the choice they now have. Higher energy consumption has boosted the sector, and brands have been keen to promote both good value and good values – such as their use of green energy – in their communications to win and retain customers. A2A (No.20; $1.4bn; +16%) has become more meaningfully different to customers by focusing on sustainability, transparency, innovation and community, while broadening its product range beyond utilities with waste management and energy distribution services.
Fastweb (No.22; $1.3bn) has differentiated itself by expanding into the energy market with a 100% renewable energy offering, Fastweb Energia. The company has also extended its telecoms offerings, merging with Vodafone and rolling out 5G and fibre services in new regions. These activities have boosted Fastweb’s Meaningful Difference over the past two years. The brand is seen as a leader in the category, offering relevant and effective services, supported by a strong advertising campaign and saliency on the market.
Nutella (No.9; $3.7bn), which was founded in 1964, is notable for finding new spaces through an innovation strategy that has seen it grow consistently over the past few years and maintain its relevance to new generations of consumers. In addition, it has continued to expand its market with new products including biscuits, muffins and croissants, and plant-based cream and ice-cream.
The Kantar BrandZ Most Valuable Italian Brands 2025 ranking, report and extensive analysis are available now at: www.kantar.com/campaigns/brandz/italy
To help understand campaign performance, Kantar has developed LIFT ROI, a unique AI-powered marketing mix modelling approach which considers all factors influencing marketing effectiveness, from media investment to creative quality. Find out more here.
