Keywords: Place Brand; Corporate Brand; Innovation; Internationalization; Made In Italy.
The purpose of this study is to investigate how companies can create relationship of symbiosis between their offer and the territory, implementing communication strategies based on distinctive values of the local culture in order to make stronger the link between the corporate brand and place brand. The company under investigation is the Acetificio De Nigris, a firm with a strong international vocation, specialized in the production and trading of the balsamic vinegar of Modena. In recent years, the company has been developing strategies for the enhancement of a product culture rooted in the territory of origin as well as innovative production and processing policies. This company manages to combine tradition and innovation through the implementation of an important project: the Balsamico Village. The methodology is based on the qualitative approach of the single case study, with explorative aims relating to the combination of tradition and innovation in the traditional sector. Results of the case study De Nigris indicate that some specific communication strategies and an educational approach based on territory, experience and culture may change consumers' attitudes towards the introduction of new products and processes. This paper can help companies operating in the traditional sector to combine tradition and innovation at the same time and be more competitive in international markets.