Brand, image and corporate content
Image and content are fundamental factors in the relationship between brand and production organisation.
Above all, a brand’s image should inspire confidence and provide reassurance. The relationships between brands and business success are often very close and complex. They also highlight a specific element of the production culture, which is communicated directly to the consumer. Roberto De Luca’s book ‘Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda (Brand and Sustainability. The role of intangibles in quantitative business determinations) just published in open access, takes a closer look at these relationships.
The book begins with the observation that an increasing number of companies recognise that, in today’s competitive environment, the brand associated with their products or services is one of their key strengths. It is also a matter of choices and the time available to make them (something that applies to both individuals and organisations). In other words, when faced with complexity, one increasingly seeks simplicity. Including in our choices. This is why brands that simplify consumer and business decisions, reduce perceived risk and define expectations are so valuable.
The book aims to explore the main issues of how to measure the financial value of brands and their influence from a business economics perspective. It achieves this by analysing a wide range of literature on the subject, particularly with regard to the evolution of brands, brand equity and its role over the years, problems associated with brand valuation, and the most commonly used valuation techniques. It also considers the influence of brands and how investments can be used to build them within markets.
De Luca’s book is a toolbox of sorts, providing a collection of research literature results that allow for a more conscious and shrewd approach to corporate branding.
Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda
Roberto De Luca
Economics Research, Department of Business Sciences – Management and Information Systems of the University of Salerno, Franco Angeli open access, 2025
Image and content are fundamental factors in the relationship between brand and production organisation.
Above all, a brand’s image should inspire confidence and provide reassurance. The relationships between brands and business success are often very close and complex. They also highlight a specific element of the production culture, which is communicated directly to the consumer. Roberto De Luca’s book ‘Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda (Brand and Sustainability. The role of intangibles in quantitative business determinations) just published in open access, takes a closer look at these relationships.
The book begins with the observation that an increasing number of companies recognise that, in today’s competitive environment, the brand associated with their products or services is one of their key strengths. It is also a matter of choices and the time available to make them (something that applies to both individuals and organisations). In other words, when faced with complexity, one increasingly seeks simplicity. Including in our choices. This is why brands that simplify consumer and business decisions, reduce perceived risk and define expectations are so valuable.
The book aims to explore the main issues of how to measure the financial value of brands and their influence from a business economics perspective. It achieves this by analysing a wide range of literature on the subject, particularly with regard to the evolution of brands, brand equity and its role over the years, problems associated with brand valuation, and the most commonly used valuation techniques. It also considers the influence of brands and how investments can be used to build them within markets.
De Luca’s book is a toolbox of sorts, providing a collection of research literature results that allow for a more conscious and shrewd approach to corporate branding.
Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda
Roberto De Luca
Economics Research, Department of Business Sciences – Management and Information Systems of the University of Salerno, Franco Angeli open access, 2025