Ferrari: Branding, Legacy, and Competition

This chapter explores Ferrari's ingenious branding and marketing strategies since 1947, merging glamour with its racing identity to resonate with audiences, especially in America. It covers the company’s historic dominance in Formula 1, the internal pressures it faces, and the impact of Netflix in boosting the sport's popularity. Additionally, it discusses technology's role in engaging fans and Ferrari's strategic positioning for future competitions.

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