In its “Best Global Brands 2021” ranking, Interbrand – an international consultancy company, which every year analyzes the performance of the most valuable companies globally – has assigned Prada a brand value of 5.4 billion dollars, an increase of 20% compared to the previous year; Prada is the only Italian brand that has grown more than the average in its reference sector. Three factors contributed to the growth of the brand: Direction – clear strategic direction -, Agility – speed in presenting new products and services on the market – and Participation – ability to involve consumers. A result, and a global growth achieved only by Hermès, which recognizes and rewards Prada for how it was able to react in a particularly challenging moment. Read the interview of Lorenzo Bertelli, in conversation with Lidi Grimaldi – Managing Director of Interbrand Italia – conducted by the journalist Giulia Crivelli at Il Sole 24 Ore.