Brand Communication means that LBM assists its licensees, and other clients, in developing concepts and marketing for retail consumer goods. The business is mainly focused on retail chains that want to market their products and create a long-term lifestyle image. The concept Brand Communication includes that LBM develops a Marketing Plan with marketing measures for a licensor or client. In dialog with the client, and based upon the current and planned product line, LBM analyses how the client can differentiate its product line better to achieve increased sales and improved profitability. Usually this concerns so called lifestyle concepts; to create an image. The lifestyle concepts are based on a brief and positioning from the client. If the client wants to include the development of the positioning before the initiation of the work with Brand Communication, LBM can perform this by involving experts from Brand Management. In the undertaking of developing the concept, the identification of different tools to increase the measurability of implemented marketing campaigns is included. For instance, that the publishing days for a commercial are compared to the sales revenues in the stores for those days. The concept Brand Communication also includes the concrete marketing efforts, determined by the client, based on its defined Marketing Plan. Marketing efforts includes: the total responsibility for all marketing in the company, that is, commercials for TV and movie, web film and web pages, ads in monthly press and newspapers, in-store material, design programs, logos, etc. In addition, the client’s products are marketed via Social Medias that have experienced an increased importance over the last few years (see description below).