Glossary

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Brand Excellence

Brand excellence refers to the best possible added value of a brand as a business asset. It is achieved through successful strategic Brand management.

A company should always consider its entire value chain for its development. Its foundations are its self-concept and its set of values.

An excellent brand has four basic properties:

  1. It is rooted in the values of the company, has a unique Positioning. It is marked by clarity and presence.
  2. It bundles the company's peak performances and clearly communicates them to the outside.
  3. It is communicated in the form of a memorable story that triggers emotional responses.
  4. It grows from the inside out. It is lived through controlled interaction between provider and consumer along the entire value chain.

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