The more interchangeable the product and service offerings of different providers become, the more significant the image and public perception of companies become as tools of sales policy and customer loyalty. Consequently, companies stage their external impact and brand branding with a consciously and strategically managed, diverse catalog of measures. However, the desired positive effect only becomes sustainable when it is based on a solid, practically consistently implemented value system that employees at all levels of hierarchy think and act upon. Key factors include the treatment of their own employees, resource and environmental policies, as well as their own quality standards. If discrepancies between appearance and reality become known, drastic revenue losses due to calls for boycotts can be the result. A positive label that customers associate with fairness.