Design

The second part of the course will be dedicated to the economic history of Made in Italy. This module (3 credits) will be divided into two parts: the first part will deal with the birth and evolution of trademarks, leading up to the birth of the brand and the issue of counterfeiting ; the second part will deal with the birth of the concept of “Made in...” and the role played in various national brands by the so-called Country of Origin Effect, i.e. the influence of the country of origin on consumer purchasing behaviour. An in-depth analysis will be dedicated to the birth and success of Made in Italy, including case studies of companies that have contributed to its international success.

Carlo Marco Belfanti, Contraffatto ad arte. Storia della marca e del suo doppio, Bologna, Il Mulino, 2024. the slides of the lessons will also be provided

further reading will be indicated during the lessons