Difference between revisions of "Brand"
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Latest revision as of 11:57, 4 June 2020
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.
Source
ICV-Statement „Grundmodell für Kommunikations-Controlling“
Internet
[1]www.communicationcontrolling.de
First version by
ICV work group "Kommunikations-Controlling", leader: Dr. Reimer Stobbe
