• Being open to new ideas and receptive to changes in the operating environment is a basic requirement of successful brand management. The ability to detect change depends in turn on being open to external input.
  • This openness is important with regard to a variety of aspects, from developments in the economic, market-specific and political environment to changes in social values and structures.


  • Realism in the analysis of our current market position and in connection with defining the goals of a future-oriented brand policy crafted to create real, long-term values.
  • Realism with regard to our own possibilities and resources.
  • Realism in the differentiation between short-term trends and long-term changes.

The communication process – the manner, the form and the quality – is as important as the actual content. Communication is only successful if the message is understood and interpreted by the recipient exactly as the sender intended. Essentially, it is a matter of aligning corporate identity (who we want to be) with corporate image (how we are perceived).