The land that brought you the kimono, sushi, bonsai, karate and the bright lights of Tokyo is ripe with...
Places + Destinations
There is a close relationship between how people feel about a place, destination city or country, and their attitudes towards the brands and experiences they associate with that place.
Italy ranks high on having an educated population, being safe, and promoting equality, all attributes that contribute to soft power (an increasingly important source of international influence) – while still having more traditional measures of power, such as beauty and cultural heritage, so it’s no surprise that some of the most iconic Italian brands have a distinct charm of Made in Italy… driving perceptions of authenticity and originality, which earn brands a high consumer preference.
In Italy, brands that are seen as dynamic tend to get credit for being visionary and trendy, which are gauges of future momentum.
Brands that score high on charm and dynamism tend to be seen as 2.5 times more differentiated – 1.5 times more esteemed – and command 52% higher pricing power than their peers.
Brand names like Gucci, Prada, Versace, Bottega Veneta, and Ferrari and Lamborghini – shaped, and have been shaped by the beauty and prestige that consumers around the world associate with Italy itself.
Thus, strong countries fuel strong brands, and strong brands fuel a country’s economy.
When a country and its resident brands represent consistent qualities and values, they lend one another credibility with a multiplier effect for both – Virtues every brand hopes for…
The brand and the country are part of a cycle, a symbiotic relationship…