Despite a turbulent year due to COVID-19 and the threat of a lasting economic recession, the Kantar BrandZ™ Most Valuable Italian Brands ranking has risen by 11%, to reach a total brand value of $114.6 billion. Italian luxury brands continue to dominate, accounting for 42% of the total brand value of the Top 30.

12 categories are represented in the ranking, reflecting the diverse strengths of Italian business; high-end fashion, food, telecoms, cars and energy suppliers all appear in the Top 10. Strong brand equity, agility, and a rapid response have offered businesses insulation from the crisis: the performance of Italian brands demonstrates how stronger brands have suffered less than competitors and are recovering more quickly.