A brand of a company is a promise to its stakeholders saying what a company wants to be associated/connected with by the stakeholders. The strength of a brand depends on the fulfillment of the made promise.
Brand is company “property” (inside-out approach) and has an influence on the reputation of a company.
ICV-Statement „Grundmodell für Kommunikations-Controlling“
First version by
ICV work group "Kommunikations-Controlling", leader: Dr. Reimer Stobbe