{"id":651,"date":"2010-11-24T09:26:58","date_gmt":"2010-11-24T08:26:58","guid":{"rendered":"http:\/\/www.your-me.com\/unibz\/debranding\/?p=651"},"modified":"2010-11-24T09:31:30","modified_gmt":"2010-11-24T08:31:30","slug":"brand-war-in-italian-politics","status":"publish","type":"post","link":"https:\/\/www.your-me.com\/unibz\/debranding\/2010\/11\/24\/brand-war-in-italian-politics\/","title":{"rendered":"Brand War in Italian Politics"},"content":{"rendered":"

\"\"The communication warefare between Berlusconi and Fini and the rest of the politic landscape also includes a war on Brands. \u00a0Berlusconi and Fini together used the name “Popolo della Libert\u00e0<\/a>” for their joint venture and with it they won the last elections. Now that they are splitting up both claim the exclusive right to use the Brand.<\/p>\n

Fini’s comrade-in-arms\u00a0Italo Bocchino<\/a> says Berlusconi can not use the brand without Fini. Bocchino is also co-founder of other politcal brands like Futuro e Libert\u00e0 per l’Italia<\/a> and Generazione Italia<\/a>.<\/p>\n

Maybe none of the parties will use the brand Popolo della Libert\u00e0<\/a>, they might do variations, which evoke the original brand, or\u00a0instead create a new brands and claims as simple as “Berlusconi for President”, \u00a0or return to old brands, like the famous Forza Italia<\/a>.<\/p>\n

\"\"<\/p>\n

One is for sure: we will see lots of creativity and enormous investments in tactical communication within the next weeks, which also involves design and branding, as an excerpt form the “corriere della sera” of today proves:<\/p>\n

\"\"<\/p>\n

A really funny coincidence is the SONY ad, with its claim “make.believe”. Here you can download the complete article<\/a>.<\/p>\n

Some excerpts from another article<\/a> of the same newspaper:<\/p>\n

… finiani puntano […], che per utilizzare il simbolo in campagna elettorale Silvio Berlusconi ha bisogno dell’autorizzazione di tutti i soci fondatori del partito. …<\/p>\n

GUERRA SUL SIMBOLO – Dunque sul nome del Pdl \u00e8 partita la guerra di nervi e parole. Nella banca dati europea che certifica la titolarit\u00e0 di marchi e simboli, l’Ufficio per l’armonizzazione nel mercato interno (Oami) fornisce le seguenti risposte alla chiave di ricerca \u00abPopolo della libert\u00e0\u00bb: ci sono \u00abIl popolo della libert\u00e0 nel mondo\u00bb, \u00abPartito del popolo della libert\u00e0\u00bb, \u00abPopolo della libert\u00e0\u00bb, \u00abPartito del popolo della libert\u00e0\u00bb, \u00abPopolo della libert\u00e0\u00bb. In pratica, il \u00abPartito del popolo della libert\u00e0\u00bb e \u00abPopolo della libert\u00e0\u00bb ricorrono due volte, una volta con il simbolo e un’altra volta senza simbolo, mentre il primo della lista, dispone di un simbolo. Nei cinque casi, denominati \u00abmarchi comunitari\u00bb, il nome del titolare risponde a quello di Silvio Berlusconi. Il deposito \u00e8 avvenuto il 19 febbraio 2008 per \u00abIl popolo della libert\u00e0 nel mondo\u00bb e il 19 novembre 2007 per tutti gli altri, esattamente il giorno successivo a quello del \u00abpredellino\u00bb quando il Cavaliere lanci\u00f2 la sua nuova creatura in piazza San Babila a Milano. …<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

The communication warefare between Berlusconi and Fini and the rest of the politic landscape also includes a war on Brands. \u00a0Berlusconi and Fini together used the name “Popolo della Libert\u00e0” for their joint venture and with it they won the last elections. Now that they are splitting up both claim the exclusive right to use […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[38,3,8,74,83],"class_list":["post-651","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-branding","tag-image","tag-italy","tag-politics","tag-tactical_communication"],"_links":{"self":[{"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/posts\/651","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/comments?post=651"}],"version-history":[{"count":5,"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/posts\/651\/revisions"}],"predecessor-version":[{"id":660,"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/posts\/651\/revisions\/660"}],"wp:attachment":[{"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/media?parent=651"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/categories?post=651"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.your-me.com\/unibz\/debranding\/wp-json\/wp\/v2\/tags?post=651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}