Brand Excellence redefines itself in the age of a saturated consumer society. Due to material security, people are looking for sense fulfilment and ethical brand orientation. In order to differentiate themselves, brands must anchor meaningful approaches in their strategy.
This study identified brand instruments and brand attributes which have a meaningful effect on the stakeholders of a brand. According to an existential-analytical model, these lead to stakeholders being given protection and support by the brand, feeling relationship and closeness, experiencing appreciation and justice and developing an inner commitment to support the company through future-oriented value structures.
The HNU Competence Centre for Growth and Sales Strategies is currently working on developing a quality seal process so that excellent performance-enhancing and meaningful brand management can be rewarded.
