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Italy's iconic Vespa has a brand value of over 1 billion

2023-12-04T09:36:39.019Z

Highlights: Italy's iconic Vespa has a brand value of 1.079 billion euro, Interbrand said on Monday. This is 19% up on the previous brand valuation of 906 million euro carried out by the leading brand consultancy for 2021. The Piaggio Group's two-wheeler that featured in the classic1953 film Roman Holiday starring Audrey Hepburn and Gregory Peckis a brand that is "desired and in demand," said Interbrand's Manfredi Ricca.


Italy's iconic Vespa has a brand value of 1.079 billion euro, Interbrand said on Monday. This is 19% up on the previous brand valuation of 906 million euro carried out by the leading brand consultancy for 2021. © ANSA


(ANSA) - ROME, DEC 4 - Italy's iconic Vespa has a brand valueof 1.079 billion euro, Interbrand said on Monday.
   This is 19% up on the previous brand valuation of 906 millioneuro carried out by the leading brand consultancy for 2021.
   "The term 'iconic' is overused, but there's really no other wayto define this brand," said Manfredi Ricca, Interbrand's GlobalChief Strategy Officer.
   "Vespa is a heritage brand, and yet it is constantly evolving;it's deeply Italian, and yet globally loved; it's premium, andyet inclusive," he added.
   The Piaggio Group's two-wheeler that featured in the classic1953 film Roman Holiday starring Audrey Hepburn and Gregory Peckis a brand that is "desired and in demand, but (it) also showsthat it can conquer new arenas beyond the boundaries ofmobility," said Ricca. (ANSA).

Source: ansa

All news articles on 2023-12-04

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