ABSTRACT
This chapter explores, thanks to a literature review, how concepts of business ethics, corporate social responsibility (CSR), corporate sustainability, and inclusion impact on branding. Since the rise of the twentieth century, a broad debate on CSR has been developed. Business ethics can be defined as the study of business conditions, activities, and decisions where what is morally correct and what is incorrect are addressed. The environmental aspect of sustainability indicates the evaluation of the impacts of processes, products, and services on existing natural resources. The economic side of sustainability is assessed with indicators of profit and it is related to the ability of the business system to achieve a satisfactory competitive situation. The sustainability revolution has obscured topics like business ethics and CSR. The corporate sustainability approach states that the survival and development of macrosystems and microsystems depends on reaching a balance between three fundamental aspects: environmental impacts; social implications; and the preservation of individual well-being.
