Il marketing dei marchi collettivi pubblici. Il caso dei prodotti tipici lombardi.

The paper analyzes the policies promoted by local authorities to foster agrifood products through collective mark indications. Their efficiency and potentials have been evaluated by conducting a consumer survey in Lombardia. The choice of this region was mainly due to the high incidence of local certification marks and traditional products within the Italian basket, and the relevant number of collective mark indications promoted by local authorities. The survey has been preceded by an audit of existing initiatives with the aim to understand the supply structure and to identify proper classification parameters. As a result, marketing considerations and guidelines aimed at maximizing the efficacy and efficiency of such initiatives have been outlined.