“…In doing so, our paper follows on from the work of Schroeder (1997Schroeder ( , 2002Schroeder ( , 2005Schroeder ( , 2006, Kerrigan et al (2011), Fillis (2002Fillis ( , 2004aFillis ( , 2004bFillis ( , 2006Fillis ( , 2009Fillis ( , 2010Fillis ( , 2011, Thompson (2008), Thornton (2009), Horowitz (2011), Robertson (2005Robertson ( , 2011, Robertson and Chong (2008), Muñiz et al (2014) and others who have acknowledged what business can learn from the arts, paying particular attention to branding. Specifically, we point to the importance of understanding branding from the perspective of social, cultural and symbolic capital (Bourdieu, 1984;Swartz, 1997;Jenkins, 2002;Webb et al, 2012) as well as making economic assessments within the market. Through an examination of this interplay, foregrounding and backgrounding of symbolic and economic capital in the art world, we argue that 'mainstream' businesses can learn from the visual arts, about the increasing importance of foregrounding symbolic capital over the quest for economic returns in order to appeal to contemporary consumers as well as ensure a sustainable, credible and branded reputation in the long run.…”