ABSTRACT
Nazism intuitively understood the concept of a cohesive iconic system whose function was to remind citizens every moment of the day of the omnipotence and omnipresence of the regime, the Nazi state. Imagistic coherence, harmony and control were the consequence of a structure that calibrated and organised the serial invention of imagery as no regime has ever done before in history. The success of Nazi branding rested also on its management of the trinity of rhetoric, symbolism and mythology. The aesthetic of the Nazi brand rested also on the symbolism and mythology of the hyper-heroic. A brand, to function as a brand, has to be actively managed since the essence of a brand is consistency of symbol system. Choice of symbol is the core of the branding process. No regime ever succeeded in creating a branding system like the Nazis; the symbol system is inseparable from the idea, the ideology.
