National Made in Italy Day is celebrated on April 15th, which celebrates Italian creativity and excellence. What there is to celebrate is told by Italian entrepreneurs, who describe a perception of Made in Italy in foreign markets made up of authenticity and excellence. There is also the economic aspect, with Made in Italy worth almost 202 billion euros for the top 100 brands: from Ferrari to Gucci, from Conad to Nutella and many others.
It’s not just a question of narrative: Made in Italy attracts new generations and creates jobs. According to a study commissioned by the Made in Italy Community to Tp Infinity, working in Made in Italy is considered stimulating by 79% of the sample analyzed and a source of social and family pride by 92%. But there is also a lot of work to do, such as increasing the ability to attract young people with more competitive salaries, meritocracy and real growth paths.
How much is the “Made in Italy” brand worth
On the National Day for Made in Italy, the data of the “national brand” arrives. The Top 100 of Brand Finance Italy 2026 sees a total value of 202 billion euros among the brands in the top positions.
The growth in their value was limited, i.e. +1%, therefore lower than that of the German brands (+8%), the British ones (+6%) and the Spanish ones (+11%), but they nevertheless remained among the most appreciated in the world, overtaking South Korea and close behind Japan’s fourth position.
The value of the pharmaceutical, mechanical and cosmetics sectors is especially recognised. The food and fashion sector is now consolidated, although it would be the clothing sector that “damaged” the growth of Italian brands in 2026.
Massimo Pizzo, senior consultant at Brand Finance, explained:
The phenomenon reflects the difficulties of global luxury between slowdown in Chinese consumption, redefinition of preferences in the high-end and pressure from emerging brands, but in the year in which fashion suffers, the Miu Miu case still emerges, climbing 21 positions, recording the most brilliant performance of the entire report.
The top ten Italian brands in the world
In the top 10 places in the ranking of Italian brands in the world we find:
- General;
- Ferrari;
- Intesa Sanpaolo, which grew by 11% to 10.8 billion euros;
- Enel, which grew by 9% to 10.4 billion euros;
- Gucci;
- Eni;
- Conad;
- Italian Post Office;
- Ray Ban;
- Unicredit, which grows by 16%.
The words of Giorgia Meloni
The President published a video for National Made in Italy Day to celebrate what:
It makes us loved and appreciated in the world, what makes Italy the nation of ingenuity, creativity and beauty.
Meloni also recalls the milestone of 1,000 historic brands of national interest registered in the register of the Ministry of Business and Made in Italy. He describes it as:
An achievement that tells many aspects of our identity and what characterizes us as Italians.
But above all, it tells of a dynamic and solid fabric, capable of generating almost 100 billion in turnover and which employs over 350,000 people.
Meloni’s message concludes with a wish that he defines as “as simple as it is powerful”:
In the most difficult moments we have always given the best of ourselves. We did it and we can do it again. Believe in Italy, believe in what we are, believe in ours and your potential.
