The brand, as carrier of corporate strategies, is becoming more and more a topic that corporate management is getting into. This is the only way to explain why globally active businesses are setting up specific departments for brand policy at the board level. Or that, in the European automotive industry, the responsibility for brands now lies with a brand director. Companies such as DaimlerChrysler are employing highly paid specialists and at Peugeot-Citroên, Robert Peugeot used the occasion of induction of his new Creative Center to personally illustrate the brand strategy of PSA, Europe’s second largest automotive manufacturer. BMW even founded their Brand Academy where marketing director Ganal is cultivating the power factor brand and its myth.