本論文主旨為，品牌管理分析與行銷管理及市場行銷架構中策略的重要性。尤其關注在於義大利策劃、設計、生產的奢侈品區塊，又稱 “Made in Italy” 義大利製造。所採用與此相關概念的研究案例為，從產品的起源和風格，到在全球各地都成功的行銷策略，這個在各方面都帶有濃厚義大利色彩的企業—MaxMara集團。
此研究案例將會討論，策略與使用行銷工具此類創新的方式，特別是品牌管理與品牌本身所展現的無形資產，如何被迫切的採用以求成功並且在全球被題為“義大利製造”的大使品牌，這提倡了一種新的奢侈品概念和民主化，其特徵不再具有稀有性及排他性，卻是一種得宜的生活方式—奢侈品對於人性究竟是真實的需求還是可以被輕視物質—引用亞伯拉罕·馬斯洛（Abraham Maslow）和他的需求層次結構（Maslow 1943），結合當代社會的特徵可能可以發現，即使是被評為次要的奢侈品，也隨著時間推移而將與被認為是主要生理需求物質的差距縮小，而成為實際所需的奢侈品。

The target of this work is the analysis of brand management and the importance at strategic level acquired within the concocted scope of marketing and its administration. The peculiarity is the attention conferred to the sector of luxury goods and, especially, to those planned, designed and produced in Italy. This is known as the so-called Made in Italy and related to this concept, it is taken into consideration for the case study, an entity characterized by its deep sense if Italianity in every aspect, from the origin and style of its product, to the marketing strategies adopted to reach global success: this is the MaxMara Group.
The case study will demonstrate how a targeted and innovative way in using specific marketing tools, especially brand management and the intangible assets represented by the brand itself, has been imperative in order to achieve success and being elevated to ambassador of the Made in Italy concept around the World. It was introduced a new concept of luxury and its democratization, not seen any more solely for those features as rarity or exclusivity, but as a proper way of life: this led to a final discussion over the view of luxury as a real need for humanity or as something that can be overlooked: citing Abraham Maslow and his Hierarchy of Needs (Maslow 1943), alongside with the features of  contemporary society, it was possible to realize how luxury, even if rated as secondary and subordinate, it results being a real need that, with time, managed to close the gap with those physiological needs that have always been rated as primary.

List of Tables....................................................................................................................VII
List of Figures..................................................................................................................VII

CHAPTER 1 – Introduction..............................................................................................1

CHAPTER 2 – Literature Review......................................................................................3
BRAND MANAGEMENT
2.1 Brand definition..............................................................................................................3
2.2 Brand functions ..........................................................................................................…5
2.3 Brand strategies..............................................................................................................7
2.4 Brand management and its key concepts.......................................................................9
2.4.1 Concepts of brand identity, image and equity…............................................10
2.4.2 Concept of brand positioning..........................................................................12
BRAND MANAGEMENT WITHIN THE LUXURY GOODS INDUSTRY AND THE MADE IN ITALY
2.5 Luxury brand management outline................................................................................19
2.5.1 The features of the concept of luxury.............................................................20
2.5.2 Market trends of the luxury sector.................................................................22
2.5.3 Luxury sector strategical brand management................................................27
2.6 Overview of the Made in Italy concept .......................................................................30
2.6.1 Made in Italy high standards: a competitive advantage................................31
2.6.2 Contemporary strategies and development...................................................32

CHAPTER 3 – Methodology……...................................................................................35
3 Methodology....................................................................................................................35

CHAPTER 4 – Case Study…….......................................................................................36
THE WORLDWIDE SUCCESS OF THE MADE IN ITALY: THE CASE OF MAXMARA GROUP
4.1 MaxMara Group outline...............................................................................................36
4.1.1 MaxMara Group history................................................................................37
4.1.2 MaxMara Group sub-brands..........................................................................38
4.1.3 Business philosophy of the MaxMara Group................................................39
4.1.4 MaxMara Group business models Group................................................41
4.2 MaxMara Group marketing strategies..........................................................................47
4.2.1 MaxMara Group relationship marketing adoption........................................48
4.2.2 MaxMara COATS! and other initiatives: promoting Italian excellence worldwide ...............................................................................................................50

CONCLUSIONS ..............................................................................................................52
REFERENCES..................................................................................................................56

LIST OF TABLES
Table 1: Luxury products classification.............................................................................24
LIST OF FIGURES
Figure 1: The STP Process..................................................................................................13
Figure 2: The Abell’s Matrix..............................................................................................14
Figure 3: Porter’s Five Forces.............................................................................................16
Figure 4: MaxMara BCG Matrix........................................................................................43
Figure 5: MaxMara Business Model Canvas......................................................................44
Figure 6: MaxMara SWOT Analysis..................................................................................47
Figure 7: Maslow’s Hierarchy of Needs.............................................................................53

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