Customer and market partner confidence in the brand is one of the most important assets any company can possess. For this reason, the Institute recommends that the brand should always lead the way and that everything a company does should be in line with its brand content. In brand-led companies, the brand is the focus for all activities, directing decisions, processes, resources and capacities. It is the company's frame of reference for all areas of management and activity. The company presents a uniform front when the various areas of management systematically close ranks behind the brand. For this reason, it is important to delineate precisely the specific contribution to be made by individual areas of management to the brand-strengthening process. All points of contact with the public should be managed on the basis of the brand content. So that everything brings credit to the brand.