This work deals with the influence and significance of brands in the optical retail sector in Austria. It examines how important the approach of identity-based brand management is for opticians as well as for manufacturers and suppliers in the B-to-B sector of the optical industry. Experts were interviewed and confronted with questions regarding their own corporate brand, the brand of suppliers, their knowledge of identity-based brand management, the importance of brand management, and its role within their own company. Additionally, the involvement of employees in shaping the corporate brand, changes in supplier-customer relationships, and the need for B-to-C communication from the supplier were discussed. Furthermore, the interviewees were asked to assess their company's positioning as well as the size of the company and the number of employees.