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Made in Italy
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2013 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

This paper investigates how professionals within the Italian fashion industry collaborate and communicate to develop the nation brand Made in Italy. The problem of brand confusion, which occurs when the different parties within a nation does not cooperate towards a distinct brand message, is analysed. Based on a theoretical review of previous studies in nation branding, interviews and observations in the area of Florence and a desk study of scientific papers, articles and literature, the model “The Nation Brand Tree” was developed. This was applied to the case of Made in Italy. Conclusions: The certification “100% Made in Italy” was proven to be an ineffective solution of saving the Italian heritage of craftsmanship and quality. The Italian nation brand is currently being preserved by private investors, but there is a need for increased governmental support to create a stronger and unified nation brand for Made in Italy.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2013.
Series
Kandidatuppsats ; 2013.1.10
Keywords [en]
Italian fashion industry, Made in Italy, Nation branding, Craftsmanship, Delocalisation, Griffe, Country-of-Origin, Starlight Effect, Made in
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-17435Local ID: 2320/12890OAI: oai:DiVA.org:hb-17435DiVA, id: diva2:1309343
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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Swedish School of Textiles
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf