Ferrari, Rolex, Moncler and Gucci among “strongest” brands in Europe for 2021, by brand financing
The total value of Europe’s 500 most valuable brands fell 10% during the COVID-19 pandemic, from € 1.96 trillion in 2020 to € 1.76 trillion in 2021, according to the latest Brand Finance report, as Europe continues to rebound more slowly than other major markets. Classification of companies according to their “brand value”, that is to say “the value of” names, terms, signs, symbols, logos and designs “that a company uses to identify and distinguish its” products, services or entities’ from those of others and create ‘distinctive images and associations in the minds of stakeholders,’ Brand Finance revealed that Mercedes-Benz reclaimed the top spot this year, as automakers continue to be the most valuable companies in Europe, while other luxury names, such as Gucci and Louis Vuitton fall lower on the list, followed by Chanel, Zara, H&M and Hermès.
After Mercedes in the top 10, we find Deutsche Telekom, Volkswagen, Shell, BMW, Porsche, BP, Siemens Group, EY and Allianz. Elsewhere on the list, Gucci took 22nd place, the highest of any fashion-centric luxury brand, with a value of € 13.28 billion (down 16.6% from the ranking of last year), followed by Louis Vuitton in 24th place and worth € 12.65 billion, down 15% from 2020. While Chanel fell further down the list at number 27, it actually rose from last year’s rankings, up 5 places with a brand value of 11.27 billion euros, as did Hermès, which is up two positions to 34th for a worth 10.75 billion euros.
Europe’s biggest fast fashion brands did well on the London-based brand assessment firm’s 2021 list: Zara again took 28th place this year and H&M came in 30th (up from ‘one place compared to 2020).
And in a roundup of some of the luxury names that made the list: Cartier took the 32nd position (against 26 in 2020), Rolex arrived at 58 (instead of 60), Dior in 60 (instead of 77), and Burberry in 145 (down from 106 in 2020). Prada dropped to 165 (compared to 125 in 2020), Moncler won the 200 place (instead of 179), Saint Laurent dropped to 205 (instead of 192), Armani arrived at 271 (against 288), Givenchy was up to 273 (from 279), Valentino is at 319 (from 378), Loewe took the 344 place (against 352), and Celine came in at 349. Despite falling far down the list, Brand Finance nonetheless identified Celine as one of the brands with the greatest change in value from 2020 to 2021, with the brand designed by Hedi Slimane increasing by 105.5%. Year after year. To finish, Bottéga Veneto took 366 place (against 298) and Salvatore Ferragamo ranked at 424 (against 388).
In a separate ranking, one that emphasizes “brand strength” and takes into account “marketing investment, customer familiarity, staff satisfaction and company reputation”. In accordance with these measurements, Brand Finance determined that Ferrari, owned by Exor NV, is the strongest brand in Europe – and the second strongest brand in the world according to the 2021 Brand Finance Global 500 ranking – with a score of Brand Strength Index (“BSI”) of 93.9 out of 100. Despite a difficult year in the market, “Ferrari has reacted proactively to the pandemic, first stopping production, then reopening with a focus on creating a safe working environment, ”thereby enabling the company to“ minimize disruption and strengthen the brand’s reputation as a quality and responsible company, ”says Brand Finance.
At the same time, “Ferrari remains a highly sought-after brand, although ambitious rather than accessible to many,” part of which, Brand Finance claims, can be attributed to its long-standing practice of “using merchandise to support brand awareness and diversify revenue streams and is now taking steps to preserve brand exclusivity, planning to reduce current licensing agreements by 50% and eliminate 30% from product categories.
Other interesting names on the ‘strongest brands’ list include Lego, which again took fourth place this year (with a score of 90.2 to 89.6), Rolex at number 6 (down from 0.2 points compared to last year), the Italian of Remo Ruffini, the manufacturer of outerwear Moncler in 8th place, up 2 points compared to 2020, and Gucci, which occupies the 9th place after losing 2.5 points in one year.