Brands serve as a point of orientation for the consumer and offer peace of mind when selecting a product. The customer not only assumes that the brand’s products are associated with a particular standard of quality or performance but also that a particular level of service is provided after the sale. Brand manufacturers are also intent on adjusting to take the requirements of their customers into account and regularly develop new product innovations to meet their customers’ needs. In addition, brands are also an expression of a particular lifestyle, especially among textiles and fashion labels. Therefore, the customer is not only able to rely on a certain functional performance of the product, but also that the products will continue to express this lifestyle in years to come.