Oliver Errichiello and Arnd Zschiesche explain the phenomenon of branding in this essential guide, starting with fundamental and timeless principles to debunk common, short-term digital marketing trends. Convincing an audience online follows the same principles as at a market stall. In a second step, they assist brand managers in operationalizing the factors that make a brand successful online in the long term, providing a practical step-by-step positioning blueprint. Based on scientific foundations, the authors clarify that strong brands are never receivers, but always senders—especially as the world around us becomes increasingly complex.