Fincantieri's brand value has grown at double the rate of the top 100 most valuable Italian brands, according to the Brand Finance Italy 100 2023 report. With a brand value of €736 million, reflecting a 22% growth, Fincantieri has risen to the 57th position among the top Italian brands. Its strong AA brand rating places it among the 50 strongest Italian brands.
Fincantieri's brand has been bolstered by increased investment and an improved brand image, making it a strategic resource for Italy, on par with Leonardo and surpassing TIM. The company emphasizes sustainability, particularly in governance.
The average growth for the top 100 Italian brands compared to last year is 12%; Fincantieri's 22% growth indicates its significant influence on customers and key stakeholders. Gucci leads the rankings with a value of €17.2 billion, followed by Enel and ENI, while Ferrari and Lamborghini are the strongest Italian brands.
Fincantieri's AA rating by Brand Finance is equal to Brunello Cucinelli and Illy. From January 2021 to January 2023, the brand has continued to strengthen, reflecting in revenue growth, especially in the offshore wind sector's special ship construction.
Competitive analysis by Brand Finance shows Fincantieri's score increased from 63 out of 100 in January 2021 to 72 out of 100 in January 2023. The brand's strengthening is attributed to the new vision and integrated strategic approach by Fincantieri's top management, placing the company among the 50 strongest Italian brands.
Fincantieri's brand strength is based on its ability to operate in high value-added sectors, fostering innovation across industries. The brand's growth is marked by increased investments that impact stakeholder perceptions and return on image and reputation. Improved investment has boosted brand equity, with 83% of the Italian population familiar with Fincantieri and 73% trusting the brand.
Fincantieri excels in sustainability across all three ESG pillars: environment, community, and governance. The company demonstrates transparency in corporate reporting and has adhered to the Global Compact since 2019, supporting its sustainable development goals. Fincantieri is also recognized for its ethical leadership and employee care, earning the title of Most Attractive Employer in Italy in the Universum survey for four consecutive years.
Fincantieri is committed to global leadership in green and digital shipbuilding, aiming for ships with zero impact on the planet through technology, big data, and artificial intelligence. Its purpose is to advance society by promoting progress, sustainability, and safety in all countries where it operates.
Lorenzo Coruzzi, associate director of Brand Finance, said:
"The brand rating upgrade (AA) and the robust growth in Brand Value (+22%) are testament not only to Fincantieri's brand excellence in Italy and globally, but also to the brand's great future prospects as it looks to innovation, best-in-class governance and sustainability to keep nurturing its growth."
Lorenza Pigozzi, Executive Vice President, Director of Group Communications at Fincantieri, said:
“The increase in brand value is linked to a distinctive global positioning gained over more than 230 years, combined with a strong capacity and credibility in innovation as a digital design authority and integrator of complex solutions. A new vision and an integrated strategic approach as presented in the new business plan by our Chief Executive Officer, Pierroberto Folgiero, will further strengthen this leading position thanks to the progressive expansion of distinctive skills for the transition towards green and digital ships. The coming years will be key to capitalise on our ability to evolve and bring the future on board. A future that does not deny but rather preserves the legacy of a history that we intend to protect.”
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance is a regulated accountancy firm, leading the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671, and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.