Piaggio Group: the value of the Vespa brand of over 900 million euros

The results of a new study on the value of the Vespa brand were presented by Piaggio Group, recognizing how it appears as a fundamental asset in its portfolio. The study, conducted by Interbrand, a leader in brand consulting, highlights Vespa as "a unique and globally recognized brand, thanks to the perfect combination of design, lifestyle and Italian tradition", which is part of the Vespa brand's 906 Highlights economic value on the million. EUR.  news The results of the analysis show that the Vespa brand was valued at 906 million euros in 2021. A landmark year for the company that celebrated its 75th anniversary with the launch of the Vespa 75a Special Series and has reached 19 million units produced and sold since 1946, a result recorded in the last 12 months. The new Vespa 946, in addition to the announced collaboration with Christian Dior, and Justin Bieber, has a worldwide resonance associated with the Disney Pixar film "Luca", in which the Italian scooter appears. The brand value of EUR 906 million also represents the starting point for a long-term plan, leading Vespa to new horizons of innovation. In determining the economic value of Vespa, Interbrand used proven and proprietary financial valuation techniques, incorporating a range of in-depth analysis, market data and quantitative studies conducted across the brand's 10 reference markets. Among the key aspects supporting its competitive strength (Brand Strength Score), a primary role is reserved for exclusivity and affinity. Given the uniqueness and identification of the design with the Vespa cultural heritage, the first reference underlines the degree of variation in the region. The second indicates the positive sentiments of the customers towards this brand. An example of Italianism, a timeless icon that goes beyond product functionality, resulting in a lifestyle representative synonymous with.

The results of a new study on the value of the Vespa brand were presented by Piaggio Group, recognizing how it appears as a fundamental asset in its portfolio. The study, conducted by Interbrand, a leader in brand consulting, highlights Vespa as "a unique and globally recognized brand, thanks to the perfect combination of design, lifestyle and Italian tradition", which is part of the Vespa brand's 906 Highlights economic value on the million. EUR.

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The results of the analysis show that the Vespa brand was valued at 906 million euros in 2021.

A landmark year for the company that celebrated its 75th anniversary with the launch of the Vespa 75a Special Series and has reached 19 million units produced and sold since 1946, a result recorded in the last 12 months. The new Vespa 946, in addition to the announced collaboration with Christian Dior, and Justin Bieber, has a worldwide resonance associated with the Disney Pixar film "Luca", in which the Italian scooter appears.

The brand value of EUR 906 million also represents the starting point for a long-term plan, leading Vespa to new horizons of innovation.

In determining the economic value of Vespa, Interbrand used proven and proprietary financial valuation techniques, incorporating a range of in-depth analysis, market data and quantitative studies conducted across the brand's 10 reference markets.

Among the key aspects supporting its competitive strength (Brand Strength Score), a primary role is reserved for exclusivity and affinity. Given the uniqueness and identification of the design with the Vespa cultural heritage, the first reference underlines the degree of variation in the region. The second indicates the positive sentiments of the customers towards this brand.

An example of Italianism, a timeless icon that goes beyond product functionality, resulting in a lifestyle representative synonymous with.

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