Abs­tract: The buil­ding of a brand: made in italy bet­ween mar­ke­ting and com­mu­ni­ca­ti­on. The pro­cess of the buil­ding of this brand did not fol­low a ra­tio­nal plan but was due to the lower cost of la­bour in Italy, which made in­ves­tors from the Ger­man spea­king coun­tries and later from the United Sta­tes start pro­duc­tion there in the tex­ti­le and the movie in­dus­try. Toge­ther with the com­mu­ni­ca­ti­on of the va­lues of the Ita­li­an way of life and the strong re­la­ti­ons­hip with the his­to­ri­cal he­ri­ta­ge, the pro­duc­ti­ve sys­tem has gone on buil­ding the myth of "bello/ ben­fat­to", which is a strong point to pro­mo­te the de­sign /fa­shion sys­tem. The de­ve­lo­ping of great fairs and ex­hi­bi­ti­on events in the two sec­tors – tex­ti­le and movie in­dus­try – has sup­por­ted pro­duc­tion with great new ideas like the Sa­tel­li­te Pa­vil­li­on for young de­si­gners and White area du­ring Milan fa­shion weeks. The struc­tu­re of the in­dus­tri­al districts is very strong in the coun­try and al­lows in­no­va­ti­on and in­te­gra­ti­on among dif­fe­rent sup­ply chains. Ne­vert­he­l­ess, now com­pa­nies start un­der­stan­ding how im­portant it is to pay at­ten­ti­on to moral va­lues and to dif­fe­rent ideas of be­au­ty in dif­fe­rent mar­kets in order to pro­mo­te in the cor­rect way, the pro­duc­tion bey­ond big mistakes per­for­med by some brands. This also di­rects com­pa­nies in plan­ning spe­ci­fic pro­duc­tion and pre­sen­ting pro­ducts in dif­fe­rent ways. The tool of re­tail is ano­ther im­portant point in the com­mu­ni­ca­ti­on of brands, which switch from pro­duct com­pa­nies to pro­po­sers of an in­te­gra­ted life style. The new aim is to let the cli­ent have an unfor­get­t­a­ble ex­pe­ri­ence, both in his on­line and off­line shop­ping. CV