Generali, Italy's most valuable brand

Brand Finance, a British brand valuation consultancy, has released its 2026 ranking of Italy’s top 100 brands.

With a valuation of 15.8 billion EUR (18.6 billion USD), insurer Generali has been named the country’s most valuable brand.

The Italian group is followed by automaker Ferrari and bank Intesa Sanpaolo, with valuations of 12.5 billion EUR (14.7 billion USD) and 10.8 billion EUR (12.7 billion USD), respectively.