The company's purpose is to hold and license trademarks and other intangible assets both domestically and abroad, to acquire, hold and manage participations in Switzerland and abroad, in particular also to finance companies in which it has a stake, as well as to provide services in the areas of corporate brand management, marketing, corporate communications, brand management, intercultural communication management, training and further education, research projects and corporate consulting. The company may establish branches, participate in other companies in Switzerland and abroad, acquire or merge with similar or related companies, acquire or sell real estate, and enter into any business and conclude any contracts that are suitable to promote the purpose of the company or are directly or indirectly related to it.