NEW REGULATIONS REGARDING THE USE OF THE NAME 'CERAMIC TILES OF ITALY' SAFEGUARDS ITALIAN TILES IN THE GLOBAL MARKET

摘要

In the era of the global market, the politics of branding is an increasingly complex and unavoidable issue. So it is no coincidence that Confindustria Ceramica has issued a new codernof conduct for the use of the name Ceramic Tiles of Italy, establishing as its primary aim the safeguarding of ceramic tiles effectively made in Italy. As well as the quality of the manufacturing and the high profile design, the new code also regards a system of implicit values such as the quality of the workplace, the total elimination of any toxic material from the manufacturing process and attention to the matter of sustainable development. Another new aspect is the decision to apply the brand to each piece and to the packaging, a move that closes a gap in standards laid down by the European Union regarding the origin of products on the market.