Ferrari has been rated as the world's "most powerful" brand by leading brand valuation experts, Brand Finance.
Ferrari, with its history of producing some of the world's finest cars and the most successful F1 team ever, took the number one spot ahead of Google, Coca-Cola, PwC and Hermes.
"It is always a pleasure to top any list and still more so when the competition includes some of the world's most famous companies," said Ferrari president Luca di Montezemolo.
"This achievement proves that even in very tough economic times, Italy can still offer the world businesses of excellence.
"Behind this acknowledgement are exceptional products made by equally exceptional men and women. They made it possible and for that I thank them."
The brand rating takes into account net margins, average revenue per customer, and advertising and marketing spend, as well as qualitative parameters such as brand affection and loyalty.
