You see this problem every once in a while in Europe. Paris is still Paris even when it's Par-ee. The native Germans call Munich "München" which is fine, but I don't know why they call French-speaking Geneva "Genf."
Still, no country is as all over the place as Italy.
Rome = Roma
Milan = Milano
Genoa = Genova
Turin = Torino
Florence = Firenze
Venice = Venezia
Clearly, Italy has no brand manager. Imagine Coca-Cola being called Cooala-Cokie in Bologna, or someone in Padova bumming a Marlbrizio cigarette from you.
I'm not saying Italians should call Firenze Florence. But Italy definitely needs to impose some brand guidelines.