Photo by Franco Origlia/Getty Images
Italy’s former prime minister, Silvio Berlusconi, was a figure who has attracted much attention in the global media and who has become for better or worse a protagonist of contemporary Italian history.
Berlusconi’s unprecedented fusion of media, sports, and politics, his provocative statements and antics, and his sexual and financial scandals have brought him constant attention within national and international politics.
He was also one of Italy’s wealthiest men, having built a fortune through media, retailing, finance, and sports before entering politics. In this chapter, we will examine how Berlusconi has used branding in his transition from business to politics and how in the process he has become a unique type of political brand that increases its force through the interconnection of formerly separate social and cultural domains.
Co-authored with Waddick Doyle
Download article:
Gabriele Cosentino 
Leave a comment