The Brand Made in Italy: A Critical Analysis

Abstract

Several studies about the brand “made in Italy” have illustrated the real significance of this brand, placing it in the top position for brand awareness in most countries. The words “made in Italy” evoke in consumers‟ minds attributes that positively characterize the image of Italy as a country—in particular, the attributes of creativity, aesthetics, quality, and sophistication—facilitating the perception of a differential value through the effect of the product-country association. Italians are proud of this, but what really composes the brand “made in Italy”? Above all, is there any truth behind this expression? The paper aims to propose a critical analysis about the “made in Italy” value appropriation and the future development of this brand.