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Ferrari - The Most Powerful Brand In The World!

Ferrari has been named 'most powerful brand in the world' in a survey by leading brand valuation consultancy, Brand Finance. The consultancy named Apple as the world's most valuable brand, followed by Samsung but Ferrari topped the Global 500 list as most powerful. The rating is something of a coup for the Italian sports car manufacturer whose revenues are far smaller than many of the other companies on the Global 500 list.

Ferrari has been named 'most powerful brand in the world' in a survey by leading brand valuation consultancy, Brand Finance. The consultancy named Apple as the world's most valuable brand, followed by Samsung but Ferrari topped the Global 500 list as most powerful. The rating is something of a coup for the Italian sports car manufacturer whose revenues are far smaller than many of the other companies on the Global 500 list. Revenue is a key factor in calculating brand values and clearly Ferrari cannot compete with the other huge manufacturers on the list such as Samsung or Apple but the brand rating includes other metrics where Ferrari outperforms all rivals. 

 
The brand rating also considers financial metrics such as net profit margins, average revenue per customer and investment in marketing and advertising. Other less easily defined factors are also taken into account, in the shape of brand affection and company loyalty. World renowned design critic, Stephen Bayley, summed up the Italian company's ability to spin automotive poetry out of steel: "I often think that the Italian genius for car design is based in the language of craft," he said. "Theirs is a workshop vocabulary with words for a car's features and contours many of which simply don't exist in English. If you have a word for it you can draw it. That word is beauty." 
 
The sum of Ferrari's brand value is clearly more than its automotive parts and taken together the wizards from Modena outperform all of their motoring competitors, such as German giants BMW, Mercedes, Audi and VW, along with the big three from Detroit and quality Japanese marque, Lexus. Adding more good news, Ferrari this week announced record results for the first nine months of 2012, with an increase in net profits of 7.6 per cent to €244m on a turnover of €2.43 billion.
 
Welcoming the results, Ferrari Chairman, Luca di Montezemolo, said: "It is always a pleasure to top any list and still more so when the competition includes some of the world's most famous companies. This achievement proves that even in very tough economic times, Italy can still offer the world businesses of excellence. Behind this acknowledgement are exceptional products made by equally exceptional men and women. They made it possible and for that I thank them." It seems that in economic terms, the biggest is not always the most beautiful, which reminds us of Ferrari's philosophy when making their fabulous cars.

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