'Made in Italy' in China : From Country of Origin to Country Concept Branding

Chinese consumers recognize in Italian products a high added value and, in some cases, consider them preferable to other products. The success around the world of items ‘‘Made in Italy'' is mostly due to the Italian brand's ability to transfer a certain sense of product quality in concert with values and experiences of beauty, elegance, tradition, luxury, and life quality. In a context, in which the Chinese consumer grows in appreciating products made in China, items made in Italy will have to evolve and consolidate more as an “Italian Country Concept”, transferring, when possible, the manufacture to China and fostering the brand intangible components. Many among the affirmed brands are tending in the direction of this conceptual transition, and maintaining the distinguished Italian style has achieved internationally recognized connotations and stylistic characteristics recognized all around the world. The paper analyzes the main success components of the Italian brand and the opportunity for further growth in the Chinese market. The study is based on quantitative and qualitative data that will provide a basis for further analysis and research