In times of rapid change, brands are often the only and therefore also the most important orientation for the consumer. They offer him trust and security. The strong brand needs a psychology that is independent of time and trends, the importance of which will increase even further as a result of increasing globalization. Braun stands for these qualities. For brands to be successful, they must radiate identity and be unmistakable; they must not zigzag along following trends, but stand for continuity. Braun has been following this claim since 1935, the birth of the Braun brand. Braun products are innovative, reliable and independent. In addition, Braun products are characterized by outstanding performance, first-class workmanship and long service life. Braun resolutely rejects compromises on quality. The independence of Braun appliances is an essential core value and can be clearly observed in product development.