Utilità dell’immagine vs inutilità del bene culturale: valore della cultura o valore del brand?

The paper aims to investigate how the brand of cultural heritage can contribute to its conservation. Nowadays in fact, protection is achieved through a knowledge not only made of the intrinsic values of monuments, but also through the image they are able to give of themselves, and the revenues that this image promotes. So that the image does not prevail on the material reality of the monuments, and their value is not mortified by economic logics, conservation must always be the center of policies related to Cultural Heritage.