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Achtung. Sie nutzen eine nicht mehr unterstützte Version des Internet Explorer. Es kann zu Darstellungsfehlern kommen. Bitte ziehen Sie einen Wechsel zu einer neueren Version des Internet Explorer in Erwägung oder wechseln Sie zu einer freien Alternative wie Firefox.

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

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