The initiative aims to protect the industrial property of historic Italian companies, enhancing "Made in Italy " production with a view to innovation, sustainability and international competitiveness. The registration of a trademark in the special "historic trademark" register, which can only be obtained for trademarks that have been registered for at least 50 years, involves a series of measures aimed at ensuring stability and security for Italian businesses. As of March 2021, there are only 119 brands recognized as historic throughout Italy.