Art-based secondary associations for luxury brands

The analysis of the points of relationship between the arts sector and the world of enterprises, will be addressed in this article in an extensive way, from sponsorship and philanthropic activities to sustain the arts, art-based corporate social responsibility, branding, advertising and corporate collections. The recent concept of artification will be finally investigated, presented as a process capable of organically combining the different kinds of relationship between Art & Business to achieve a common objective: to stimulate a positive perception of the enterprise in the receiver, whether it be a consumer or an observer. The importance of Artification as a strategy valuable for luxury brands and firms will be highlighted in conclusion.