Agencies that are concerned with destination, corporation and product branding only recently discovered corporate identity and the subsequent behavioral aspects of brand management as a promising field of action. It is obvious that in a more and more ambiguous business environment, strong brands come into existence not only with excellent products or services but with a consistent, all-encompassing and differentiated presence that can be experienced by the customer. This paper illuminates the interdisciplinary conceptual roots of behavioural branding resulting from an academic-practitioner dialogue of three Liechtenstein institutions.