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In 2025, Generali was the most valuable Italian brand, with a brand value of 15.2 billion euros. Followed by Ferrari with brand values of 12.9 billion. Meanwhile, Gucci, which ranked first among Italian brands in 2024 with a brand value of 13.9 billion, dropped to third place in 2025. 

A global luxury fashion house: Gucci

Established in 1921, Florence-based Italian luxury fashion house, Gucci, ranked fourth among the most valuable luxury brands worldwide in 2025 trailing behind its long-time competitors Louis Vuitton, Hermès and Chanel. As of 2024, the luxury brand was the largest brand owned by the Kering Group in terms of revenue, its parent company. That year, the Gucci brand generated roughly 7.65  billion euros. This accounted for more than half of Kering's total annual revenue.

Ente Nazionale Idrocarburi

Eni is the acronym for “Ente Nazionale Idrocarburi”, a brand established by a 1953 Italian law as a state-run company. Over time, Eni S.p.A. evolved into one of the largest energy companies worldwide. As of 2023, Eni S.p.A. ranked among the leading oil and gas companies worldwide based on revenue. Furthermore, the major oil and gas company's number of employees amounted to 32,500 in 2024.