Brand expression

The brand expression comprises all of your direct branded communications: corporate advertising, corporate design, public relations and sponsoring. From a strategic centralized perspective this is the best part of your brand experience to control.

However, brand expression also comprises every piece of branded communication by your departments and your countries in sales and marketing collateral, on business fairs and events, their product advertising, labor market advertising et cetera.

In the context of a global brand it requires a sophisticated and well managed system to build brand coherence and brand power on all levels, through all functions of the company.