The “Italia” brand to foster the country’s competitiveness

This seminar examined those elements that constitute the strength and value of Italy’s namebrand, to understand possible strategies that can help build up a distinctive position for the country in the global market. Thanks to our first-class historic/artistic heritage, together with a proclivity for innovation, our past has given us a privileged position in the world. Italy’s strengths lie in its creativity, lifestyle, love of beauty and innate aesthetic sense. These are the elements on which “Made in Italy” is based; they should be further taken advantage of to develop Italy’s brand name. These strengths point to a strategy for the coming years: to give global space for development to local ideas, amplifying the winning features of the Italian industrial district model and introducing innovative elements based on tradition. On the other hand, there are gray zones (stereotypes of poor reliability/performance/technology). And regardless of how true they are, they risk undermining the values for which we are appreciated.