Bunga-bunga branding : the backlash behind Milan's Berlusconi airport /

The renaming of Milan Malpensa Airport after the late Silvio Berlusconi, former Italian prime minister and media mogul, has ignited significant controversy. Proponents see the move as recognition of Berlusconi's contributions to Italy, while critics argue that his divisive legacy, legal trouble...

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Bibliographic Details
Main Author:	Lawrence, Kelsey (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2024.
Series:	SAGE business cases.
Subjects:	Malpensa (Airport : Milan, Italy) Berlusconi, Silvio, > 1936-2023. Branding (Marketing) > Case studies. Stratégie de marque > Études de cas. Electronic books.
Online Access:	Connect to the full text of this electronic book

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Summary:	The renaming of Milan Malpensa Airport after the late Silvio Berlusconi, former Italian prime minister and media mogul, has ignited significant controversy. Proponents see the move as recognition of Berlusconi's contributions to Italy, while critics argue that his divisive legacy, legal troubles, and treatment of women make him an inappropriate namesake. The controversy underscores the complexities of naming public spaces after polarizing figures and highlights the potential branding and marketing challenges that arise from such decisions.
Physical Description:	1 online resource : illustrations.
ISBN:	9781071978160 1071978160