Die Rolle eines neuen und erweiterten Verständnisses von Marken für Unternehmen und deren Erfolg

Abstract

This essay highlights the importance of brands for companies. It describes three layers of understanding:

• 1) the BrandBeing as a conceptual model for understanding brands and the relationship between brands and different target groups,

• 2) the concept of holistic brand development and connection points,

• 3) the IMO-model as a conceptual frame or for developing companies. In a macro perspective the three layers and their independencies are integrated into a new strategic planning approach for companies.