In the realm of corporate management, brand management has been a key topic for many years. In 2023, more than 70,000 new brands were registered with the German Patent Office, and as of publication, a total of around 890,000 brands are currently registered in Germany (cf. German Patent and Trademark Office, 2023). These figures attest to the weighty importance afforded to brands by both employees and consumers, and their subsequent high economic value. Brands can only be successful if their brand identity conveys a distinctive mindset both internally among employees and externally to consumers. A strong sense of identity creates meaning while enriching the brand and differentiate it from the competitors. Identity-based brand management is particularly well suited as a strategy to empower companies to build a strong brand. The basics of identity-based brand management are explained in this chapter.