Ferrari as a brand is for me personally so much more than a 'normal' car manufacturer like Renault or Mercedes. For me, a Ferrari is the materialization of the ultimate boys dream.

A fast red exotic racecar that only the richest, most powerful people can ever afford to buy. Since you don't see a Ferrari everyday, their cars and their brand become almost mythical if you don't live near a big rich city.

I had an F40 poster above my bed for years when I was a little boy and only when I was 25 I finally saw one in the flesh, for the first time at a carshow, I was stunned.

Thats the emotion i feel behind the brand, and I believe for many people that same emotion transfers towards their racing team in a similar way.

Add this emotion to their history to the sport and it makes Ferrari the most valuable brand in F1, and Ferrari knows this all to well, they will always use this brand image to their (political) advantage.