This dissertation is devoted to the development and influencing of the brand meaning which is empirically investigated using the example of BMW authority vehicles (police, ambulance and fire engine). At first, after a description of the problem (1), an overview, both in theoretical and practical terms, is given of the discussion of meaning in general and the brand meaning in particular (2). From this it is concluded, theory-based, that „every brand meaning depends on its context“. The theory of „perceptual symbol systems“ (PSS) by L. Barsalou (1999) creates the theoretical framework (3) from which assumptions for the empirical study are derived. This model primarily explains the culturally influenced human perception. It is based on modal, analogous symbols which occur during sensory perception. According to this theory, the (meaning-related) „frame“ of any person knowing BMW is filled both with a variety of different perceptual symbols (these can be neuronal states of e.g. sensory perceptions like feelings, images, words and much more) and with (sub-) categories in varying degrees of intensity. Upon demonstrating of a respective stimulus, the perceptual symbols contained in the BMW frames of the test persons are simulated in combination with both neighbouring and overarching contents. Depending on the variation of the stimulus (standard vehicle vs. authority vehicle), there are different simulations which, in turn, depend on the background knowledge and/or the subjective experience. The main empirical study (4) is carried out among three different groups of test persons using a multi-sensory online survey. From a structural perspective, these groups have a different proximity to the BMW brand. Hence, influences are not only investigated by contexts but also based on the background knowledge of the test persons. In order to be able to investigate both as profound as possible and subconscious contents regarding the brand meaning, the survey is carried out using selected multi-sensory questions (smell, hear, feel - haptically and emotionally) which recur each within three different contexts (standard vehicle, ambulance and police vehicle). The results confirm the theoretically derived assumptions and show that brand meaning occurs depending on the context or can be influenced by contexts. Moreover, brand meaning also depends on the „proximity“ to the brand and the subjective experience of the individual. In practical terms, emergency vehicles positively contribute to the brand meaning. However, as regards the respective application, police vehicles are to be preferred as compared to ambulances. With respect to brand theory, this thesis can both integrate and extend the field of „emotions and feelings“ using Barsalou's PSS theory and raises further questions regarding existing brand theoretical approaches. In terms of methodology, the multi-sensory investigation of brand meanings is presented in a new way within the framework of an online survey and reveals additional fields of investigation. This thesis concludes with a presentation of the implications, both in practice as well as in theory (5), and with the limitations of this dissertation. Hence, this thesis contributes to a better understanding of how contents and meanings with respect to brands occur and how they can be changed and investigated.