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Contents Objective, Scope and Approach.............................................................p. 3 Background.....................................................................................p. 4 Consumer Analysis...............................................................................p. 6 Brand Inventory.............................................................................p. 7 Brand Exploratory..........................................................................p. 12 SWOT Analysis...............................................................................p. 16 Brand Equity Evaluation....................................................................p. 18 Strategic Brand Management Recommendations.......................................p. 19 References..................................................................................p. 20 Appendix....................................................................................p. 22 Objective, Scope and Approach The objective of this report is to provide the reader with a comprehensive analysis of the brand Ferrari S.p.A. [Ferrari]. This will be attempted by taking a closer look at the background of the brand and the automotive industry as well as the type of consumers targeted by Ferrari. The main part of this report is divided into the brand inventory and the brand exploratory, which examine in detail how the firm markets and brands its products and how consumers perceive the brand, respectively. After a SWOT analysis and a brand equity evaluation this report will conclude with recommendations towards the strengthening and development of Ferrari's brand equity. For the purpose of this report the focus will be mainly on the road...

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