Italian brands increase their value in 2023 and reach the threshold of 191 billion euros, +9%. They do better than their French (+7%), German (+5%) and British (stable) competitors. The development of Made in Italy, once again, is supported by the clothing sector (and luxury in particular), which is confirmed as the sector with the largest number of brands in the Brand Finance Italy 100 ranking for 2024. The ranking photographs the global competitive strength of brands. The combined value of the 20 brands selected from the apparel world exceeds 25% of the total value of the ranking (equal to 48.5 billion euros for designer labels). Also supporting tricolor production are, in order, insurance and banking, which, with 17 brands and a total value of 37.7 billion euros, exceed 20% of the ranking value. This is followed by automotive and utilities. Separate discussion for food&beverage, which is the largest market after apparel thanks to 15 brands but with lower average values. In the tricolor ranking, in particular, Gucci remains in 1st place despite a 19% decline, given its already very high value of 13.9 billion euros. Second place is Generali, an insurance brand that has grown a lot (to 10.8 billion euros) having strengthened brand equity and business performance. Finally, last step of the podium goes to Enel, which is now worth 10.4 billion euros. The fastest growing brand (and fourth) is Ferrari. It consolidates its brand value by +2.7 billion euros year on year to a total figure of 9.9 billion euros. Today it is the strongest auto brand in the world.