Brand

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