The aggregate value of the 40 most significant Italian brands increased by 6%, reaching a total of $129 billion. Enel, an Italian energy corporation, gains first place, displacing Gucci. The verdict is contained in the Kantar BrandZ study, which ranks the most lucrative Italian brands, including those that have performed the best post-pandemic. Enel's top rank is owing to a 17% growth in value, which equates to $18 billion. According to the study, the energy company's operations aim to "provide more sustainable and consumer-friendly solutions", with continuous investments in green technology and expansion in the telecommunications industry, including fiber optics. Despite its decline to second place, Gucci remains the top in the luxury industry, with a revenue of $13.8 billion. Kantar BrandZ's top six fashion brands (Fendi, Prada, Bulgari, Bottega Veneta, and Armani) contribute $27.7 billion (22% of the total) to the overall value of the top 40. Ferrari completes the top three with $13.5 billion, while Kinder and Generali (the largest financial brand, trailing Intesa Sanpaolo in seventh place) contribute $8.9 billion and $6 billion, respectively.