Titlebook: Order in Chaos - Cybernetics of Brand Management; Oliver Errichiello,Marius Wernke Book 2022 The Editor(s) (if applicable) and The Author(

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The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer-Verlag GmbH, DE

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,The Cybernetics—Basic Understanding,The term “cybernetics” comes from the Greek “kybernetes”. It means “steersman”. In words like governor or governance, the etymological origin can still be heard. Cybernetics is the science of the control, regulation and steering of systems.

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The Brand as a Alliance,A brand is an old, but still relevant form of human assembly based on an idea. The phenomenon of a brand cannot be uniquely explained from a business perspective,. A business perspective outlines the surface, the effects of a situation and is therefore not able to decode the causal mechanisms and dynamics of the brand system.

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Book 2022ledge of the structural functioning of all living beings - organic and social. By bringing together brand sociology and management cybernetics, this essential clarifies the invisible social forces of attraction. By illustrating the overarching dynamics of all (living) systems, universal insights can be gained and planned strategies developed..

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2197-6708 lly using information. As a subject of cybernetics, the brand is becoming increasingly important, especially in times of acceleration and infinite, global commodity markets. Only those who are able to preserve their patterns in the age of change and adapt them again and again to the requirements of