From Industrial Memory to Brand Revival - The Case of Moto ITOM

This thesis examines the strategic reconstruction of Moto ITOM, a historic Italian motorcycle brand, by combining branding theory with an applied heritage management perspective. The study starts from the assumption that commercially dormant heritage brands may still retain symbolic, relational, and cultural value, even when their market presence has become marginal. On this basis, the research investigates whether and under which conditions Moto ITOM can be repositioned as a credible contemporary brand without losing the historical authenticity that defines its identity. The work adopts a qualitative and exploratory case-study approach. The theoretical framework integrates contributions on brand equity, brand identity, Made in Italy, heritage branding, authenticity, brand community, digital communication, storytelling, licensing, and brand extension. The empirical part is based on the analysis of historical materials, official digital touchpoints, archival traces, community signals, benchmarking with comparable heritage brands, and interpretive strategic tools such as SWOT analysis. The thesis develops a structured proposal for the relaunch of Moto ITOM. It defines the brand’s strategic vision, identity system, positioning, target segments, communication strategy, digital ecosystem, community activation logic, and medium-term growth options through licensing, extensions, and industrial partnerships. The results show that Moto ITOM still possesses a latent brand heritage that can be translated into contemporary value, provided that the relaunch is guided by coherence, selective innovation, and a clear integration of history, narrative, and managerial design. This study contributes to the debate on heritage brand revival by showing how a historical industrial brand may be reactivated not through nostalgic reproduction alone, but through a strategically grounded reconstruction of identity, meaning, and market relevance. It also highlights the central role of community memory in supporting this process.