Name, logo, claim, colour, font, image, sound and language ensure the recognition of a brand in the market. But do the codes also apply in the digital world? How does a brand succeed in adapting to the media-specific aesthetics of Facebook, Instagram, Pinterest and Snapchat? What happens when people interact in the Internet of Things through speech and movement? The handbook highlights all aspects of the current challenges. The focus is on the transfer of know-how: in addition to the latest findings from consumer research, innovative solutions and best cases are explained by proven experts in a practical and well-founded manner. The topics : communication design corporate design experience design screen design strategic brand management.