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A New Brand for a New Consumer
The international success of Campari from its origin to the 1930s

Autor: Valerio Varini
Jahr: 2012, Heftnummer: 1, Seite(n): 47-69

The case of the drinks company Campari allows detailed analysis and greater understanding of the role of branding in the success of a business, and it also demonstrates how its success was the result of the interaction between producer and consumer. The importance of the commercial network is also highlighted, in particular its ability to perform the delicate but essential task of acting as an interface between the producer and the market. The original and innovative advertising promoted by Davide Campri played a major role in the creation of this interface. The case also demonstrates that trademark legislation did not always yield the results the company hoped for. Only robust defense of the market through a variety of means managed to overcome legislative limitations and allowed the company to consolidate the success it had achieved.