Made in Italy

Identify the elements that define brand heritage (place – people – brand legend – iconic products), as well as the relevance of corporate museums as a strong brand building tool.
Students are asked to choose an Italian brand (not analyzed in class), and analyze the above indicated issues.
The Italian brand should be chosen in the following sectors:

  • Food
  • Wine
  • Fashion
  • Design/Furniture
  • Machinery and automation (i.e. cars)

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