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.

