The starting point for establishing a brand is brand identity. This forms the basis for brand positioning. A branding process is then formed from a longer learning process for consumers. For a company, it is an important goal to build a distinctive brand image among the consumers. The brand must be associated with positive and successful.
The brand in general is created by the long-term build-up of customer trust in the brand. A key role is played by product and service quality, brand recognition and the brand's acceptance by the target group. It is therefore an entrepreneurial art to bring a successful brand onto the market.
In principle, the following questions must be asked:
How useful is the brand?
How interesting is the brand?
How unique is the brand?
How unchallenged is the brand?