Chinese consumers recognize in Italian products a high added value and, in some cases, consider them preferable to other products. The success around the world of items ``Made in Italy'' is mostly due to the Italian brand's ability to transfer a certain sense of product quality in concert with values and experiences of beauty, elegance, tradition, luxury, and life quality. In a context, in which the Chinese consumer grows in appreciating products made in China, items made in Italy will have to evolve and consolidate more as an "Italian Country Concept", transferring, when possible, the manufacture to China and fostering the brand intangible components. Many among the affirmed brands are tending in the direction of this conceptual transition, and maintaining the distinguished Italian style has achieved internationally recognized connotations and stylistic characteristics recognized all around the world. The paper analyzes the main success components of the Italian brand and the opportunity for further growth in the Chinese market. The study is based on quantitative and qualitative data that will provide a basis for further analysis and research.

The relationship between Italy and China, compared with the consolidated affirmation of the "Made in Italy" brand, can still be considered to be in its early stages. The possibility of growth and development is significant and not without challenges. The 2008 ICE report (the Italian Institute for Foreign Trade) supplies the data for this growth, as well as data for the industries and sectors that are involved in the growth of this relationship (ICE, 2008).

In 2007, Italy ranked 23^rd among the suppliers of China and third among the European suppliers, after Germany and France. The market quota held by the Italian export was 1.07%, a slight increase from the 1.06% quota in 2006. The export to China, in terms of value, achieved $10.22 bn, with an annual increment of 18.72%. For luxury goods, an annual growth rate of 20-30% is expected. Also, in the light of an expected increase in the Chinese middle class through 2010-2020, it is expected that China will overtake Japan to rank second in luxury goods consumption. The growth of the Italian investments in 2007 was concentrated mainly in the mechanical, chemical and textile sectors, reaching $35 bn, a negligible variation from 2006.

Brand Management Journal, Architectural Landmarks, Cultural Origin, International Brands, Computer Assisted Telephone Interviewing, CATI, Self Actualization, Global Marketing, Creative Innovation, Ggraphic Design, Ccomparative Analysis.