Abstract
Image and communication are central assets not only for single firms, but also for firms' networks. The Italian industrial landscape is based on an extremely large number of micro-firms, organized according to the industrial district model, that are not able to develop effective communication plans because of their resource constrains. Very recently some Italian industrial districts metamanagers are developing collective brands for reinforcing the image of their districts, building up identity and reputation, eventually resulting in value creation and competitive advantage. This paper analyzes the communication strategies and branding policies carried on within the districts of Como and Biella. These two industrial districts represent a reference point for all those Italian and European districts coping with negative market trends and the competitive threats of ‘Far East' countries. We report on the starting of the communication projects, the reasons that have brought the two districts to adopt a collective brand and the choices of the brand communication. We discuss the operative and strategic management choices related to the projects, as well as the future challenges for the brands considered.