The RESCOM Research Initiative aims to analyze in a scientific and multidisciplinary way the economic, social and societal role of brand communication. By mobilizing approaches from sociology, economics and marketing, it aims to produce an objective and thorough understanding of its impacts.

Beyond research, RESCOM is intended to be a space for the exchange and dissemination of assets. Through open scientific seminars, bringing together researchers, academics, regulators and professionals, the initiative will promote dialogue between the various stakeholders. Dedicated communication tools will also make it possible to make the results of the work accessible and visible to the public concerned.

Faced with increasing questioning, brand communication is under pressure, between increased regulations, societal criticisms and suspicions of manipulation. However, it remains an essential driver of economic development and innovation. Far from being limited to advertising, it shapes the image of businesses, stimulates competition and generates value both economically and socially.

This research aims to objectively analyze the economic, social and societal role of brand communication from a multidisciplinary perspective. It highlights the positive contribution of responsible communication to the evolution of behaviors, to the promotion of new sustainable economic models and to the financing of media pluralism.

By providing a rigorous analysis, this work will offer public and economic decision-makers a dispassionate vision of brand communication, allowing them to value its beneficial impact and to overcome a strictly defensive posture in the face of criticism.

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