Brands make organisations, products and services recognisable, distinguishable and allow them to be experienced. Brands are an important anchor of trust. They provide orientation and they influence choice.
It is useful to distinguish between product and corporate brands. While brand management for product brands usually focuses on the relationship with the different customer target groups, corporate brand management encompasses forming a relationship with all relevant stakeholders of the organisation and its associated brands. It is the inherent goal of the corporate brand to create meaning and maximum value from these very relationships.
That is why we use an identity-oriented brand management approach, which not only takes into account the outside-in, but also the inside-out perspective and the brand’s network of stakeholder relationships.
A brand’s identity comprises its heritage, vision, values, core competences and finally the behaviour through which it is able to be experienced.
We don’t discern the brand as a rigid object that all stakeholders (must) view in the same way. Instead, what makes the brand unique and special is the fact that, although the core of its identity remains unchanged, around this core there is room to move, to adapt to changing conditions, to integrate the most diverse groups and to be able to be interpreted differently by them – in sociology one speaks of a “boundary object”.
Therefore, brands have the unique power to give organisations support and identity and at the same time enable them to change and develop. They are crucial for the future of successful organisations.
Based on our brand sense, we have developed a few key principles for brand management: