The logic of success of the brand is a programme developed by the Institute of Brand Logic for the management of brand-name companies. The logic of success ensures that the strategic conceptual superstructure and the operational brand management that emerges from it are consistent with each other and that the two effectively complement each other. It is the only management system that systematically aligns company strategy with operational design of public points of contact and internal company processes. This ensures the necessary degree of uniformity and consistency in the way the brand presents itself, both internally and externally.