It is said that the super rich don't like to go around in designer clothes.
Logos are preferred if possible hidden but coats of arms and brands have an intrinsic and fluctuating value in the eyes of Scrooge McDuck all over the world and influence them all right.
Which brands can't Scrooges say no to from all over the world?
Between powerful (and increasingly electric) machines, luxury clothes and accessories, as well as top-of-the-range beauty creams
, one of the largest brand valuation companies in the world, is now producing the complete report of the '
Luxury & Premium 50, edition 2022'
which includes the top ten of the shiniest logos in the eyes of the wealthiest.
In fact, luxury has reached pre-Covid levels and the recovery had already begun in 2021, according to the survey.
On average, the 50 most expensive brands increase their value by 13% this year, thanks mainly to fashion which has grown by 21%.
The most attractive logo of all this year, in first place in
the Brand Finance top ten, is that of
whose little horse from Stuttgart undermines the scepter from Lamborghini and Ferrari, even if the other little horse (the prancing one) of
is confirmed to be the strongest brand in the rankings in the eyes of the wealthiest, “that is, the one most capable of influencing consumers' choices, - explains Massimo Pizzo, Managing Director Italy of Brand Finance to ANSA.
- Our investigation focuses on
the value of the trademark
, which passes through the logos that have always characterized brands but which includes everything that is conferred on that brand by the consumer, in terms of image and reputation, which combine to define the level of influence and attractiveness of a brand compared to another other".
The Porsche brand, despite a slight loss of 2% compared to 2021, is now worth 33.7 billion dollars and is therefore the most valuable high-end brand in the world.
In second place is Louis Vuitton
which, with a record growth of 58% in one year and a value of 23.4 billion dollars, surpasses Gucci which thus drops to third place despite an increase of 16% and a brand value of 18.1 billion dollars.
From fourth to seventh place, the brands most coveted by the rich include other highly renowned fashion brands such as
Chanel, Hermes, Cartier and Dior, all French
What about Italian fashion?
“Holded back by luxury cars, Italian brands grow on average by 9% with an average value of 3.8 billion dollars, unlike the overall 12 French brands, all of clothing, which grow, year on year, by 22% and are worth 8.1 billions, almost double compared to the Italians - explains Pizzo.
In eighth place is
(worth 8.4 billion) and Ferrari (8 billion dollars) in ninth.
In tenth place there are luxury cosmetics from New York-
based Estee Lauder
, a very renowned high-end beauty house which rises to 7.9 billion dollars.
Outside the top ten, but among the 50 brands with the highest rate of appeal, there is no shortage of Italian brands: with a value of 1.4 billion dollars and an increase of 55%,
Dolce & Gabbana
is the one that is growing the most.
which rejoins the list in 49th place thanks to strong growth of 31.7%.
The value of the Moncler (+31.6%), Ray-Ban (+27%), Bottega Veneta (+25.2%) brands also increased sharply.
“Gucci, Armani, Maserati and Prada are growing a little less than the average, so they lose some positions in this ranking.
Armani does not gain positions while Gucci, Maserati and Prada go down a few places.
Valentino, Bulgari, Lamborghini and Ferrari lose value and some positions.
This year Ferragamo risked dropping out of the top 50 due to the low growth in value due in large part to the weakening of attractiveness, on which the company is working on with the recent rebranding” , reads the report.
, despite the decline,
still remains the strongest brand in Italian luxury
, that is, the one that most influences choices and in everyone's eyes has a very high appeal index.
Massimo Pizzo, Italy Managing Director of Brand Finance explains: “Ferrari will have its first fully electric vehicle in 2025 and expects to become carbon neutral by 2030. Attention to environmental sustainability is an important factor for luxury cars, in fact, from a previous analysis it emerges that the environmental factor has a much higher weight than in other sectors in the consideration of the purchase and in general in the level of influence of the brand.