Bio-brands or fair-trade products are highly sought after because consumers today prioritize credibility and are willing to take responsibility through their purchases. What does this mean for companies and their brand management specifically? How can products create meaning for consumers? Brand expert Sandro Abbate clearly and understandably explains how companies can leverage their own success factors and core competencies to build and develop meaningful brands. He outlines strategies that brand managers can individually develop for their companies to create products and brands with a specific social or ecological benefit, thereby attracting new customers and retaining existing ones in the long term. With detailed practical examples and expert interviews.