Abstract

The purpose of this study is to carry out an analysis about the existing relationship between brand and territory and about the effects the second one has on the brand growth in a global contest. A review of the current literature available on this topic gives the chance to develop a theoretical approach to the issue by defining the critical elements of that relationship between brand and territory. An empirical study was then carried out through various case studies. The comparison between companies behaviour patterns has brought to the creation of a model that summarizes three different aspects that seem to be correlated: the brand growth, the presence of the territory in the brand identity and the communication activities carried out by the companies. This model was named "the life cycle of the territorial brand".