Elevatori among the Historical Trademarks: the meeting
Elevatori Magazine, after being assigned the Historical Trademark by the Ministry of Enterprise and Made in Italy, has also joined the Associazione Marchi Storici (Historical Trademarks Association), which brings together the excellence of Italian companies whose trademarks have been on the market for at least 50 years. This is an opportunity to give voice to the vertical transport within a group of companies operating in a wide range of sectors, from food and beverage to fashion, from hospitality to furnishings, to the manufacturing industry and medical machinery. Internationally recognised excellence, which together reflect on the value that their historical trademarks bring to the Italian economy and how, starting from their historical roots, they can look to the future and offer the market ever new value.
On 19 June Elevatori Magazine, with Matteo Volpe and Elena Colombetti, took part for the first time in the Annual Meeting of the Association, this year entitled ‘Beyond history: identity in motion. The value of Historical Trademarks in a changing Italy’, which was held in the splendid setting of De Montel – Terme di Milano.
The meeting on 19 June
The annual meeting of the Associazione Marchi Storici saw all members gather for the first part of the day. On this occasion, Matteo Volpe presented Elevatori Magazine to the other members of the Association.
The second part of the day, on the other hand, took place through a series of panels, speeches and testimonials open to the public, coordinated by Fabio Tamburini, Director of Il Sole 24 Ore, in which many speakers showed how much value lies within historical trademarks, and how much work has already been done and will be possible in the future to enhance Made in Italy in the world, its products and the quality that is already recognised in the rest of the world.
Matteo Volpe, representing Elevatori Magazine, with Massimo Caputi, President of the Historic Brands Association
Institutions also took part in the event, with the Italian Minister of Business and Made in Italy Adolfo Urso, Amedeo Teti (Head of the Market and Protection Department of the Ministry of Enterprise and Made in Italy), Giovanna Mavellia (Secretary General of Confcommercio Lombardia), and Carlo Piccinato (Regional Secretary of Confartigianato Lombardia).
Also present was Antonio De Cristofaro, Commander of the 1st Section Anti-counterfeiting and Product Safety Group – Special Goods and Services Unit of the Guardia di Finanza, who spoke about “Protecting Made in Italy: numbers, risks and the fight against counterfeiting”.
Italian Historical Trademarks
There are 886 Historical Trademarks registered in the Special Register of Historical Trademarks of National Interest, for a total of 650 companies, more than 70 billion euros of turnover and 86 thousand employees in Italy for the production enterprises of the 4 A’s of Made in Italy, Agro-Food, Clothing-Fashion, Furnishing-Home, Automation-Mechanics: these are the numbers that emerged from the Annual Meeting of the Historical Trademarks Association.
“Membership of the Special Register of Historical Trademarks, established by MIMIT, is constantly growing,” said Massimo Caputi, President of the Association. “Our companies recognise its value in the fight against Italian soundig and counterfeiting: over the years it has proved to be a fundamental tool for the promotion and protection of Made in Italy in the world. As an association, we are convinced of the importance of public-private cooperation, and that is why we are working on a series of ad hoc measures with the Ministry of Enterprise and Made in Italy aimed at promoting our industrial and entrepreneurial heritage”.
The Association is in fact working on improving the Safeguard Fund for Historic Companies and Brands, in order to allow access to it also for reasons of expansion and development. Also central is the enhancement of the Patent Box regime, with the introduction of the Historical Trademark of National Interest among intangible assets to enhance the intangible identity heritage of historical enterprises. Finally, special attention is paid to SMEs: the Association is working on the introduction of strong incentives for the involvement of small and medium-sized historic brand owners in ITS, PCTO and Licei del Made in Italy training courses, and is working to simplify procedures for the defence of these companies by introducing information desks and basic legal assistance.
The Association has also reached an agreement with CNEL for the production of the first Historical Trademarks Report, a study that will focus on the economic and cultural impact of Historical Trademarks on the Italian economy, and for the organisation of the Italian Heritage Forum – States General of the Historical Trademarks of Made in Italy, a national debate among the stakeholders involved in the protection, promotion and valorisation of the heritage of Italian companies that aims at the drafting and signing of a shared Official Document for the promotion of Made in Italy.
