This book explains how brands must be managed today: innovatively, flexibly, and boldly, but also in a structured and efficient manner. The authors demonstrate how this can be achieved in practice and address the pressing questions of the moment. How can one effectively manage and organize their brand across all new digital and analog channels and touchpoints? How do you connect corporate strategy with brand strategy? How do you turn employees into competent brand ambassadors? And how is the brand's contribution to corporate success measured? With their brand-oriented management model, the authors provide a directly applicable framework that intelligently and sustainably integrates the success factor of the brand into corporate strategy and everyday management, even in digital and globalized times. Checklists assist in implementation, along with carefully crafted definitions.