Protezione del Trademark e Contraffazione del Marchio nell'era digitale

There is substantial interconnection between the increased spread of counterfeits and the propagation of the Internet commerce. This paper seeks to demonstrate the necessity to consider brand and branding in a broader way, attributing the right importance to the stakeholders' network. It is also highlighted the different role played by consumers, and need to adopt innovative anti-counterfeiting actions, focusing more on proactive initiatives and on education programs.