Territorio di marca. Parmacotto passione italiana.

Through a case study approach, and of course a metaphorical approach, the book proposes a vision of the brand as a territory. A territory brand is a land of culture, has a landscape and a geography, an history and a language. It is therefore a heritage to be retained as a bearer of values (brand equity). The book is also an example of corporate communication through narrative: the story of a commodity that has become a leading brand in Italy. The book examines the role of the "country of origin" and "territorial / cultural heritage" effect on building brand identities, starting with the brand name.