A tool that adds to the association’s value and prestige, a prestigious shared symbol that can promote the growth of single businesses and support them within a globalized economy that has become increasingly dispersed and competitive, thus providing a chance to safeguard and strengthen their market potentialities and cultural credentials.
This is what the collective label represents, and the theme was discussed in Naples on Friday, October 14th (2.30 pm) during the Autumn Convivium of the Italian Historic Companies Association (counting among its members 46 ultra-centenarian high-quality brands that represent the best of Made-in-Italy products), The event was hosted by the famous fashion apparel brand E. Marinella 1914 (Naples).
The strategic value of the collective mark was addressed by Daniele Pitteri (journalist and essayist, professor of Cultural Marketing at the University of Siena) in a conference titled ‘The Collective Mark and some successful case stories’.
“The global perception does not match the idea and value attributed to Italian brands and the Made in Italy concept in our country – Daniele Pitteri explained. – A careful reading of certain recurring studies, reveals their constant weakening. The reasons are varied, but for made-in-Italy products the weakening elements reside in the inability of our companies to value their own history in relation to the country’s history and art. The introduction of collective labels may be a big change that helps our businesses to close the gap, provided that the right rules are applied and followed. “
This year’s Autumn Convivium included a visit to the historic business E. Marinella 1914’s old shop and workshops, in the presence of the owner Maurizio Marinella, of other representatives of the associated companies, as well as local and national institutions.
