How much Italian brands are worth? 1.521 billion dollars. And how much the fact of making a product in Italy and the fact that it can boast to be Made in Italy are worth? More than 200 billion dollars. These are the results of the annual National Brands Report by Brand Finance – a strategic consultant society on ‘nation brand’ and their values.
National Brands Report makes also clear the different perception that businessmen and international consumers have on Italy. Among the first ones – who basically look at the ease of doing business – the image of our country has strongly improved, but it remains low. Among international consumers, who are mainly interested in products and services’ purchases, the image confirms to be high: Italian image is highest within American consumers, while it is sharply lower among German ones in comparison to the average.