Abstract
Benetton is an Italian fashion brand founded in 1965 by Luciano Benetton. Basically based in Italy, this brand is nowadays located in 120 countries and owns over 6 400 stores around the world. This company has built up its strong reputation through its particular and different advertising campaigns.
Benetton Company's vision of world is clearly well defined; this brand has chosen to share a global idea due to a universal form of communication. In order to increase its notoriety and value to its own brand name, Benetton's adverts promote the brand not through various fashion products representations but only through civil, social, religious or even political themes. This kind of innovation has built the high and precious Benetton world renown.
