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Vespa’s brand equity has been estimated to be worth P52 billion

What makes Vespa’s image so timeless and attractive more than 75 years later?

EJ Punsalang EJ Punsalang on Jan 24, 2022
Vespa GTS 300

The Piaggio Group is one of the world’s leading scooter and motorcycle manufacturers, and a global leader in the industry. Aprilia, Moto Guzzi, and, of course, Vespa, the world's most renowned scooter, are among the company portfolio's most well-known brands. Piaggio, for whatever reason, wanted to know how much the Vespa brand is worth. 

The company announced the findings of a new brand study a few days ago, delving into the nuances of Vespa's strong brand equity, and identifying the brand as a key asset in the company's total portfolio. The Vespa brand is worth 906 million Euros, or just over $1 billion USD, according to the findings. The study was conducted  by Interbrand, a major brand consulting firm, and showed that "the perfect combination of design, lifestyle, and Italian heritage" has resulted in "a unique, globally recognized brand."

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Interbrand employed proven, unique brand valuation processes to estimate the Vespa brand's financial value, according to the Piaggio Group's official press statement, which includes a comprehensive pool of resources, market information, and statistical research studies across ten key markets. One of the primary contributing factors to Vespa's overall brand equity was its distinctness within the industry, which was attributed to the uniqueness and brand familiarity of its product design. More importantly, the tradition that distinguished this Italian Icon continues to play a major role in its current success. Because it underlines clients' strong positive emotions toward the company, loyalty is also essential in establishing brand image.

"Vespa is an icon of style: its uniqueness makes it one of the most admired and desired brands, belonging to the premium space as well as fashion and lifestyle brands. For this reason, we must begin to benchmark it against other global brands beyond pure mobility. That's why we have asked Interbrand, the world's leading brand consultancy, to determine and analyse the financial value of the Vespa brand. This is not a finishing line, but simply a new starting point as we continue to build the future of Vespa.”
Michele Colaninno
Piaggio Group Board Director for Strategy, Products & Innovation

Ultimately, the brand focuses on desires such as personality and enjoyment, which transcend the simplistic utilitarianism of mobility. Vespa is the essence of Italian culture for many people, as well as a timeless icon whose heritage has inspired generations of enthusiasts around the world. In addition to providing functional product benefits, the Vespa brand is associated with lifestyle, delivering a crucial emotional impact on the customer.

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