This paper investigates how professionals within the Italian fashion industry collaborate and communicate to develop the nation brand Made in Italy. The problem of brand confusion, which occurs when the different parties within a nation does not cooperate towards a distinct brand message, is analysed. Based on a theoretical review of previous studies in nation branding, interviews and observations in the area of Florence and a desk study of scientific papers, articles and literature, the model “The Nation Brand Tree” was developed. This was applied to the case of Made in Italy. Conclusions: The certification “100% Made in Italy” was proven to be an ineffective solution of saving the Italian heritage of craftsmanship and quality. The Italian nation brand is currently being preserved by private investors, but there is a need for increased governmental support to create a stronger and unified nation brand for Made in Italy.