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In the current economic and social context, there is a global change in which different actors are evolving and playing a different role. In this sense, even the territories over the years have achieved an important centrality. In fact, the discipline of place branding is born, divided into three levels: national, regional and city.
The objective is to develop an identity that is different from the various competitors in order to attract potential financial and human resources. Through this thesis, we have tried to understand how the role of city branding can be used in an Italian city: Treviso which is located in the Veneto region. To give the city its own unique and inimitable identity, the author has explored the role of local products, especially the wine sector in order to understand if it is one of the possible ways to brand the city.
To be able to answer this question, first an analysis of the managerial literature was conducted, which saw its focus in the concept of city branding, local products and the wine sector. Subsequently, through a qualitative analysis, a series of professionals working in the wine sector were interviewed; with the aim of having a more complete and in-depth overview of what the wine sector actually is. Furthermore, the author has tried to understand if there are the prerequisites for implementing this strategy, identifying the objectives and the various stakeholders to be involved in the branding project.
This study made it possible to understand that the branding process requires time, effort and financial resources but that if implemented correctly it can lead to great results. Elements such as family, passion, art, culture, history, flavors, simplicity and union are characteristics that make the local wine sector unique and inimitable and must be emphasized in the branding process. Furthermore, the presence of multiple small and medium-sized enterprises is an element of great value and makes the product different from that of the competition. It is synonymous with high quality and excellence.
In light of above, in response to the initial question of the thesis we can say that the concept of city branding and the wine sector can be the perfect combination to develop a territorial identity and bring great benefits to the city and to all its stakeholders.

City branding --- brand image --- territorial identity --- local products --- wine sector --- objectives and stakeholders --- Sciences économiques & de gestion > Marketing