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6 December 2025 - 16:54
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11 September 2025 - 19:38
"Napoli It's already a complex transformation project, which we must complete and communicate to our community, both nationally and internationally. Starting with policies to address the economic and social crisis, we as an Administration are working to expand reception capacity and consolidate structures that connect the educational and cultural sectors with those of production and social cohesion.
The goal is to foster a lasting climate of concrete harmony between institutions, businesses, the cultural world, and the third sector on the possibilities of addressing the challenges of the future. The Naples brand, a Naples that looks to the future, will be the fruit of this shared journey.
These are the words of Naples Mayor Gaetano Manfredi, who has launched a project to study and envision branding prospects for what, in a statement from the City Council, is defined as a "European capital undergoing continuous urban, social, productive, and cultural transformation."
The scientific direction of the project—in agreement between the Municipality and the Luigi Vanvitelli University of Campania, which is piloting training modules on the subject—has been entrusted to Stefano Rolando, professor of Public Communication and Public Branding in Milan, president of the Francesco Saverio Nitti Foundation, and former Director General at the Presidency of the Council of Ministers.
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Working closely with Mayor Manfredi's Communications Office, the six-month experimental project will provide a study report, listen to the city, evaluate public policies, and suggest strategic directions before the summer.
Professor Francesco D'Ippolito, Dean of the Faculty of Political Science at Vanvitelli University, begins with the evolution of the university education model, which intertwines issues of territorial governance with communications, culture, and tourism: "Naples, along with its entire territory, is today an area of extraordinary potential, not only for this type of study, but also for the potential applications of the subject, if properly and modernly implemented."
"For this reason, open to any collaboration with local stakeholders, we feel honored to be involved," D'Ippolito continued, "in the concrete innovation launched by the municipal administration and entrusted to the collaboration of a scholarly institutional manager who, by chairing the Francesco Saverio Nitti Foundation, also embodies the best of proactive southern Italian culture."
Vanvitelli has indicated Professor Francesca Canale Cama, a lecturer in Contemporary History, as the internal contact for the project, both for the evolutionary analysis aspects of the subject and for the connections with training opportunities.
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