It is not easy to evaluate the international performance of national brands. Brand Finance has just released its new ranking of the 500 most important brands in the world, and apparently only eight of them are Italian.
Apparently, the most famous Made in Italy icons are not investing enough in their brands. This choice, together with the extraordinary marketing strategies followed by their competitors may adumbrate their future if they do not promptly react.
Four are the most represented nations in this ranking: the United States, Japan, the United Kingdom and China. Italy is at the 11th place, thanks to the performance of its most reputable brands abroad: Generali, Eni, Telecom Italia, Enel, Gucci, Fiat, UniCredit and Ferrari.