{"id":329,"date":"2018-06-16T23:34:33","date_gmt":"2018-06-16T21:34:33","guid":{"rendered":"http:\/\/www.brandholosphere.com\/?p=329"},"modified":"2026-02-14T08:36:57","modified_gmt":"2026-02-14T07:36:57","slug":"brand-holosphere-model","status":"publish","type":"post","link":"https:\/\/www.brandholosphere.com\/en\/brand-holosphere-model\/","title":{"rendered":"Brand Holosphere Model"},"content":{"rendered":"\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:29% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"425\" height=\"425\" data-attachment-id=\"222\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/brand-holosphere-logo_black\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?fit=425%2C425&amp;ssl=1\" data-orig-size=\"425,425\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brand-Holosphere-Logo_black\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?fit=425%2C425&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=425%2C425\" alt=\"\" class=\"wp-image-222 size-full\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?w=425&amp;ssl=1 425w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=280%2C280&amp;ssl=1 280w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=100%2C100&amp;ssl=1 100w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=200%2C200&amp;ssl=1 200w\" sizes=\"(max-width: 425px) 100vw, 425px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p>The Brand Holosphere Model makes it possible to control the brand in a dynamic environment (even if the components and their arrangement and interlocking differ fundamentally, the model at least takes up the substantive idea of the name of the brand steering wheel according to Esch, but does without the metaphor in titling and visualization. The logical structure of the model is explained later in detail)). By dividing the content into the level of a long-term stable identity of the brand and the level of more flexible and adaptable positioning parameters, it should be possible to maintain the core of the brand in the purpose and still stimulate change. It picks up the connection between brand identity, brand image and brand positioning <sup><a href=\"#footnote_1_329\" id=\"identifier_1_329\" class=\"footnote-link footnote-identifier-link\" title=\"see explanation below | after Esch, 2016, p. 56; 2014, p. 91; 2010, p. 90\">1<\/a><\/sup> in terms of content and visuals and relates the internal and external determinants of a brand to enable a holistic view of the brand.<\/p>\n\n\n\n<p>Important: The model has been continuously developed since it was first published (The most recent version discussed on this page is V4 &#8211; <a href=\"https:\/\/www.brandholosphere.com\/wp-content\/uploads\/2023\/01\/Brand-Holosphere-Model-Template-V4-2023.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download Workshop Template<\/a>). <\/p>\n<\/div><\/div>\n<ol class=\"footnotes\"><li id=\"footnote_1_329\" class=\"footnote\">see explanation below | after Esch, 2016, p. 56; 2014, p. 91; 2010, p. 90<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_1_329\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><\/ol>","protected":false},"excerpt":{"rendered":"<p>Das Brand Holosphere Model erm\u00f6glicht die Steuerung der Marke in einem dynamischen Umfeld1. Durch die inhaltliche Unterteilung in die Ebene einer langfristig stabilen Identit\u00e4t der Marke und die Ebene der flexibleren und adaptierbaren Positionierungsparameter soll es m\u00f6glich sein den Kern der Marke im Purpose zu wahren und dennoch den Wandel zu stimulieren. Es greift inhaltlich [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4652,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"templates\/template-full-width.php","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[16,3],"tags":[77,76,62,71,65,75,74,240,78,69,70,72,64,73,66,207],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["de","en"],"languages":{"de":{"title":true,"content":true,"excerpt":false},"en":{"title":true,"content":true,"excerpt":false}}},"jetpack_publicize_connections":[],"featured_image_urls_v2":{"full":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1",427,240,false],"thumbnail":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=300%2C169&ssl=1",300,169,true],"medium_large":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1",427,240,true],"large":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1",427,240,true],"1536x1536":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1",427,240,true],"2048x2048":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1",427,240,true],"post-thumbnail":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1",427,240,true],"twentytwenty-fullscreen":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1",427,240,true]},"post_excerpt_stackable_v2":"<p>The Brand Holosphere Model makes it possible to control the brand in a dynamic environment (even if the components and their arrangement and interlocking differ fundamentally, the model at least takes up the substantive idea of the name of the brand steering wheel according to Esch, but does without the metaphor in titling and visualization. The logical structure of the model is explained later in detail)). By dividing the content into the level of a long-term stable identity of the brand and the level of more flexible and adaptable positioning parameters, it should be possible to maintain the core of&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/www.brandholosphere.com\/en\/category\/brand-models\/brand-holosphere-model\/\" rel=\"category tag\">Brand Holosphere Model<\/a>, <a href=\"https:\/\/www.brandholosphere.com\/en\/category\/brand-models\/\" rel=\"category tag\">Brand Models<\/a>","author_info_v2":{"name":"Uli Dr\u00f6mann","url":"https:\/\/www.brandholosphere.com\/en\/author\/ulidroe\/"},"comments_num_v2":"0 comments","featured_image_src":"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1","author_info":{"display_name":"Uli Dr\u00f6mann","author_link":"https:\/\/www.brandholosphere.com\/en\/author\/ulidroe\/"},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Holosphere_Animation2_AdobeExpress.gif?fit=427%2C240&ssl=1","jetpack_sharing_enabled":false,"jetpack_shortlink":"https:\/\/wp.me\/p9ZJnf-5j","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/329"}],"collection":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/comments?post=329"}],"version-history":[{"count":360,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/329\/revisions"}],"predecessor-version":[{"id":4827,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/329\/revisions\/4827"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/media\/4652"}],"wp:attachment":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/media?parent=329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/categories?post=329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/tags?post=329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}