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The Brand as a Alliance

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Order in Chaos - Cybernetics of Brand Management

Part of the book series: essentials ((SE))

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Abstract

A brand is an old, but still relevant form of human assembly based on an idea. The phenomenon of a brand cannot be uniquely explained from a business perspective,. A business perspective outlines the surface, the effects of a situation and is therefore not able to decode the causal mechanisms and dynamics of the brand system.

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References

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Author information

Authors and Affiliations

  1. Hofbüro Eppendorf, Büro für Markenentwicklung, Hamburg, Germany

    Oliver Errichiello

  2. Hamburg, Germany

    Marius Wernke

Authors
  1. Oliver Errichiello
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  2. Marius Wernke
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Correspondence to Oliver Errichiello .

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Errichiello, O., Wernke, M. (2022). The Brand as a Alliance. In: Order in Chaos - Cybernetics of Brand Management. essentials(). Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-65958-8_4

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