A study conducted by Interbrand, a global leader in brand consultancy, quantified the value of the most famous scooter brand (Vespa) in the world at 1 billion usd.
Among the Italian icons in the world of two wheels there is, with good reason, the Vespa. Her name is enough to bring to mind principles such as style, elegance and freedom. After all, the one signed by Piaggio is the scooter par excellence and its charm is timeless. Its value, on the other hand, is practically inestimable.
Vespa, Made in Italy and innovation
Interbrand , a global leader in brand consultancy, carried out a study that examined a number of factors to establish the economic value of the Vespa brand . Without going into complicated mathematical calculations, the study compared market data, quantitative studies conducted in the ten reference markets of the famous scooter and the competitive strength of the brand given by two elements such as distinctiveness (the degree of differentiation within the sector of reference) and affinity (the positive feelings of customers towards the brand).
The result is beyond belief: 1 billion usd. Many? Perhaps, but the scooter is a timeless icon of Made in Italy, an example of virtuous mobility and an example of style that has always been. In short, defining the Vespa as a simple scooter would be an understatement.
The value of the brand, however, must not be seen as a point of arrival, but as a new beginning for a future that is even more rosy and full of satisfaction. After all, it is also synonymous with innovation, as stated by Michele Colaninno , CEO for strategy, product and innovation of the Piaggio Group: “It is much more than a mobility brand, it symbolizes art, design, technology and fun. Vespa is a style icon: its uniqueness makes it one of the most admired and desired brands, belonging to the premium world as well as to the fashion and lifestyle one – reports the Gazzetta dello Sport.
For this reason, we need to start comparing ourselves with other global brands that belong to categories other than pure mobility.