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Different recent studies are focused on these aspects to define the dynamics of rural development and of the agro-food market. In fact, the process of rural development can be considered as the search of a competitive advantage strictly related to specialities that a territory can produce. When a local systems establish a personal PDO it uses an immaterial resource called collective reputation that seems to be important in the definition of the final notoriety of the product. According with the international literature, collective reputation can be considered as a multivariable phenomena, coming from the interaction between complex dynamics defined through the management of some variables in space and in time. The aim of this paper is to define which are the most important characteristics which influence the level of collective reputation. The study used a linear regression model to demonstrate the relations between different variables: wine characteristics and socio-cultural aspects of the central italy. Analysing the wine market, we observed that some PDO are involved in phenomena of wave communication that are less related to the quality of wine, but that come from an aspect that we decided to define as notoriety. The study confirm that the aspects involved in the process of notoriety growth, so strictly related to socio-cultural development of the agricultural sector, are responsible of the wave communication that arise when there is a strictly connection between PDO wine and territory of production.
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