In times of rapid change, brands are often the only and most important orientation for the consumer. They offer him trust and security. The strong brand needs a psychology that is independent of time and trend, the importance of which will continue to increase as a result of increasing globalisation. Brown stands for these properties. For brands to be successful, they must radiate identity and be unmistakable, they must not follow any trends in a zigzag course, but must stand for continuity.