[en] The observation of neutrino masses and lepton mixing has highlighted the incompleteness of the Standard Model of particle physics. In conjunction with this discovery, new questions arise: why are the neutrino masses so small, which form has their mass hierarchy, why is the mixing in the quark and lepton sectors so different or what is the structure of the Higgs sector. In order to address these issues and to predict future experimental results, different approaches are considered. One particularly interesting possibility, are Grand Unified Theories such as SU(5) or SO(10). GUTs are vertical symmetries since they unify the SM particles into multiplets and usually predict new particles which can naturally explain the smallness of the neutrino masses via the seesaw mechanism. On the other hand, also horizontal symmetries, i.e., flavor symmetries, acting on the generation space of the SM particles, are promising. They can serve as an explanation for the quark and lepton mass hierarchies as well as for the different mixings in the quark and lepton sectors. In addition, flavor symmetries are significantly involved in the Higgs sector and predict certain forms of mass matrices. This high predictivity makes GUTs and flavor symmetries interesting for both, theorists and experimentalists. These extensions of the SM can be also combined with theories such as supersymmetry or extra dimensions. In addition, they usually have implications on the observed matter-antimatter asymmetry of the universe or can provide a dark matter candidate. In general, they also predict the lepton flavor violating rare decays μ → eγ, τ → μγ, and τ → eγ which are strongly bounded by experiments but might be observed in the future. In this thesis, we combine all of these approaches, i.e., GUTs, the seesaw mechanism and flavor symmetries. Moreover, our request is to develop and perform a systematic model building approach with flavor symmetries and to search for phenomenological implications. This provides a new perspective in model building since it allows us to screen models by its predictions on the theoretical and phenomenological side, i.e., we can apply further model constraints to single out a desired model. The results of our approach are, e.g., diverse lepton flavor and GUT models, a systematic scan of lepton flavor violation, new mass matrices, a new understanding of lepton mixing angles, a general extension of the idea of quark-lepton complementarity θ₁₂ ∼ π/4-ε/√(2) and for the first time the QLC relation in an SU(5) GUT. (orig.)