A consolidated success for Gucci, once again the first Italian brand in the Interbrand Best Global Brands Report ranking. Also in 2020, for the 21st consecutive year, the report of the leading global brand consultancy confirmed the Florentine brand in first place among the Italians (followed by Ferrari) in the top 100 global brands with greater economic value, positioning itself at 32nd place.
Marco Bizzarri, CEO of Gucci
“External factors, such as the ones we are experiencing, can make the life of a company more difficult but cannot stifle its values. Now more than ever we need our spirit, our values, everything that makes us different and special, to look forward. Parameters such as coherence of our narrative and #GucciCommunity involvement were the key to this success. It’s not just a slogan, the sense of belonging to a community of people who believe in freedom of expression and in the values of inclusion and diversity is the basis of Alessandro Michele’s creativity “, explained Marco Bizzarri, president and CEO of the group’s maison. Kering.
The continuous growth of the brand has in fact been attributed to the great ability to involve the younger generations and this above all because the maison has been able to expand its community through a unique and authentic narrative vision shaped by the creative director Alessandro Michele. Furthermore, since 2018, the brand’s commitment to social issues is expressed through the Gucci Equilibrium project, which aims to reduce the environmental impact and protect nature, while at the same time giving priority to inclusion and respect, in so that anyone in the #GucciCommunity is free to express themselves in their authenticity and diversity.
Interbrand publishes the Best Global Brand study every year, which for the 21st edition has the title of “The Decade of Possibility”, and was the first company to have its assessment methodology certified as compliant with the requirements of ISO 10668. Three key aspects that contribute to the recognition of brand value are financial performance, the strength of the brand and its role in the purchasing process.
In the general classification of Interbrand Apple confirmed itself at the top for 2020 as well, while in second position Amazon, which ousted Google from the podium, slipped to fourth place behind Microsoft.