In Édouard Manet’s iconic 1882 painting, *Le Bar aux Folies-Bergère*, two BASS beer bottles subtly anchor the lower corners, symbolizing the early triumphs of brand recognition.

When Great Britain adopted trademark laws in 1875 the corporate lawyer from BASS saw his chance to secure exclusive rights “the trademark registration number 1,” for eternity. He waited all night outside the new trademark office to be first! “The trademark is the heart of the brand,” as a colleague of mine eloquently once said.

There is a financial value associated with a brand (BASS was acquired for 4 billion USD, while only 600 million USD referred to the fixed assets). The management of brands is the management of meaning. The value(s) we associate with a strong brand is something that we build in a process that is an integral part of the business. The branding strategy is a means to reach the goals set by the business strategy.

Branding transcends mere logos or products; it embodies the financial and emotional value attached to a company. BASS, for example, was acquired for $4 billion, with only $600 million attributed to fixed assets—the rest, the immense value of its brand.

Brand orientation is an approach and a mindset within an organization and its management. It is an approach in which the process of the organization revolves around the creation, development, and protection of brand identity. This is an ongoing interaction with the customers and non-customer stakeholders with the aim of achieving lasting competitive advantages in the form of brands. In principle, a brand cannot be stronger externally in the market than it is rooted internally within the organization.

Branding transcends mere logos or products; it embodies the financial and emotional value attached to a company. BASS, for example, was acquired for $4 billion, with only $600 million attributed to fixed assets—the rest, the immense value of its brand. Managing a brand is essentially managing meaning, the perceptions and values that resonate with customers, and it is an inseparable part of business strategy.

**Brand orientation** is a strategic mindset where every aspect of the organization is centered around creating, developing, and safeguarding the brand identity. This approach fosters continuous engagement with customers and stakeholders, building enduring competitive advantages. A brand’s external strength is ultimately a reflection of its internal foundation within the organization.

In essence, branding is not just a marketing tool—it is the strategic core that drives business success and long-term value creation.