Italy’s Brand Powerhouses, From Finance to Fashion and Fuel
Jan/13/2026
Italy’s brand rankings in 2025 highlight both economic diversity and legal vigilance. Insurer Generali leads with a €15.2 billion valuation, followed by Ferrari and Gucci, the latter slipping to third after topping the list a year earlier despite remaining Kering’s largest revenue engine. Ferrari’s standing, valued at nearly €13 billion, is reinforced not only by commercial performance but by active enforcement of its name: recent domain-name disputes have seen the marque reclaim web addresses incorporating 'Ferrari' that were deemed opportunistic, underscoring how rigorously it polices its digital identity. Gucci, still fourth globally among luxury brands, and energy heavyweight Eni—one of the world’s largest oil and gas groups—round out a picture of Italian brands that pair global reach with a readiness to defend their intellectual property as carefully as their balance sheets.
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