Gucci leads the first BrandZ^TM Top 30 Most Valuable Italian 2018 Brands ranking released today by WPP and Kantar Millward Brown. It is one of the seven luxury brands to feature in this ground-breaking study, which tracks and addresses the changing environment for brands in Italy and charts the fortunes of the country's most successful brands.

Gucci tops the ranking with a brand value of $16.3 billion, followed by telecom provider brand TIM at $9.3 billion and energy company Enel in third place at $7.4 billion. Coming in at number four is food and dairy brand Kinder at $6.9 billion, with Prada taking the final spot in the Top 5 at $4.0 billion.