The logic of success of the brand is a programme developed by the Institute of Brand Logic for the management of brand-name companies. It takes past and future exemplars of success and forges them into a powerful whole in order to generate market resonance and public approval in a targeted fashion. Individual management areas (e.g. distribution, marketing, product development) can thus be directed from the perspective of the brand, right through to points of contact with customers and market partners. IBL's logic of success is the only management system that harmonises strategy and operational structure within brand-name companies.