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Strategic brand guidance
Strategy in connection with marks as socio cultural values sounds like
future research. But estimations of future are not necessarily the solid
components, on which the economic well-being issue of an enterprise could
be built.
The Lünstroth Brand Advisors therefore act without vague assumptions
of future developments and develop brand guidance models, which are based
on evolutionary principles. The principle reads: The avoidance of erroneous
trends creates the freedom of acting and reacting in the future. Concretely
that means , the brand should be kept so open that future expansions of
the brand net on the one hand are possible and on the other hand to focus
it so closely that an authority erosion in the market (with the pervasive
danger of the exchangeability) cannot occur. 
This procedure does not release from conditional analyzes. Possible behavior
of competitors must be considered with the development of the image passage
of an enterprise brand. The definition of the passage however avoids the
necessity of more fundamentally (and thus more cost-intensively) strategic
change within the brand guidance.
The modifications and actions within the image passage are shapable at
any time corresponding to real market conditions thereby. Also the passage
is to be understood not as rigid tube, but as a flexible hose, whose direction
can adapt as a function of megatrends to the needs of the global markets.
To that extent strategic brand guidance can never be a shot construction;
it is a process, which places continuously an optimum at brand strength
in the market surrounding field.
