Italy’s most valuable brands have rebounded, reaching a total value of $129 billion in , according to the latest Kantar BrandZ Most Valuable Italian Brands report. This represents a 6% year-over-year increase and marks the strongest annual growth since the post-pandemic peak of , signaling a cautious return of business and consumer confidence despite ongoing economic challenges.
Leading the charge is Enel, crowned Italy’s Most Valuable Brand for the first time, with its brand value rising 17% to $18 billion. This surpasses long-standing leader Gucci, reflecting a broader momentum within the energy and utilities sector. Enel’s success is attributed to consistent investment in renewable energy and expansion into adjacent sectors like telecommunications, offering fiberoptic services to meet growing demand for connected smart home experiences.
The financial services sector is demonstrating particular resilience. Generali, with a brand value of $6 billion, secures a place in the Top 5 and is highlighted as the highest-ranked brand in its category. The company’s performance underscores a broader trend: in an environment marked by systemic risks – climatic, health-related, and geopolitical – insurance brands are increasingly perceived as essential social infrastructure.
Generali has strategically invested in prevention, advanced consulting services, and integrated offerings, strengthening its relationships with customers who are increasingly focused on personalized protection. This shift in consumer demand, moving beyond mere insurance coverage to comprehensive protection ecosystems encompassing health, mobility, home, and retirement planning, is a key driver of growth for the sector. The financial services sector as a whole generates over $23 billion in brand value, with five brands experiencing growth exceeding 40%.
Unipol’s re-entry into the ranking, securing the 38th position, further signals renewed confidence in the sector. This positive trend is occurring against a backdrop of a generally stable economic climate in Italy. According to data from Wikipedia, Italy’s GDP was estimated at $2.712 trillion (nominal) and $3.967 trillion (PPP) in . While the economy experienced growth of 3.9% in , 0.9% in , and 0.7% in , the Kantar BrandZ data suggests a strengthening of brand value that isn’t solely tied to headline GDP figures.
The digital transformation is fundamentally reshaping the value of brands within the insurance ecosystem. The inclusion of TeamSystem, a platform for business services and technologies, in the Top 40 (18th position) is a notable development. Cloud computing, embedded artificial intelligence, data management, and process automation are becoming the technological foundation upon which insurance companies are building hybrid models that blend traditional insurance with insurtech innovations.
This evolution moves beyond the traditional insurance policy towards a platform-based approach, emphasizing interoperability, a digitized customer journey, and data-driven underwriting. The focus is shifting from simply insuring against risk to providing proactive risk management and personalized solutions.
Despite the overall positive trend, the luxury sector, while still a significant contributor to brand value – accounting for 22% of the Top 40’s total with $27.7 billion in brand value generated by six brands – continues to face headwinds. Gucci, taking second place with a brand value of $13.8 billion, is navigating shifting consumer preferences and uncertainty in key international markets like China and the United States.
Ferrari ($13.5 billion) and Kinder ($8.9 billion) maintain their positions in third and fourth place, demonstrating the enduring strength of established Italian brands. The Kantar BrandZ report highlights a broader trend of Italian brands leveraging their heritage and reputation for quality and innovation to navigate a complex global landscape. The resurgence in brand value suggests a growing sense of optimism and resilience within the Italian economy, driven by a combination of economic stability, strategic investment, and a focus on meeting evolving consumer needs.
