Not only products and goods, but also ideas, signs and stories compete in the parallel market of language and discourse: a difficult market, with uncertain and continuously widening boundaries, where the rules are under discussion as well. The brand is responsible for the immaterial and semiotic endowment of the company: a virtual actor, which

can nevertheless bring about very concrete effects, determining the multiplication of a company’s value.
While quantitative researches weigh the diffusion of trends, qualitative analysis studies their peculiar shape, their meaning and thus their penetrating strength, joining in a common enterprise, which aims to the definition of identity.

BRANDING