Branding & Marketing
Everyone
Who does build the brand? Everyone.
Today the use of the brand does no longer mean just the material possession of the brand. The brand is being formed by everyone, what more, everyone can have his own brand even without knowing about it.
The presentation introduces a brand qualifying system, where the positioning of the brands is related to individual brands and the impact of these on brand value. In this system the brand position interacts with the model role and the functioning of brand communities.