Brands are key value creators for organizations. They serve as a platform for future corporate success. Strong brands give customers orientation and create trust. The basis for this is the development of a sound, future-oriented brand strategy. The aim is to boost the brand’s existing strengths and consistently develop a successful growth path for the brand. The core of the brand strategy is the derivation of an effective brand identity and brand positioning. From this, goals, strategies and measures for a successful growth path are to be derived.
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