Glossary

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Establishing a brand

Once a brand is established, it is etched into the consumer's psyche in a monopoly position (see Hans Domizlaff: „Die Gewinnung des öffentlichen Vertrauens" (Gaining the public trust)).

Target groups are familiar with the brand. It usually dominates a particular market segment or is one of the key players in that segment.

An established brand is associated with fixed values. These have generally settled into value clusters through consistently delivered peak performances, and the customer has learned them.

The BrandTrust Brand Glossary

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