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Operational Brand Management

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Identity-Based Brand Management

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Abstract

The third chapter of this book focuses on the operational implementation of brand management. Building on brand management’s strategic planning, internal operational brand management involves the communication of a company’s brand identity to its internal target groups. This provides a universal foundation for all employees, allowing them to redeem and deliver the brand promise at all brand touchpoints. External operational brand management addresses the brand’s external target groups. Its task is to identify where consumers come into contact with the brand and to ensure that the brand promise is adequately communicated at all these brand touchpoints.

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  1. markstones Institute of Marketing, Branding & Technology, University of Bremen, Bremen, Germany

    Christoph Burmann, Nicola-Maria Riley, Michael Schade & Kristina Klein

  2. Business & Economics, Jacobs University, Bremen, Germany

    Tilo Halaszovich

  3. Department of Marketing, Macquarie University, Sydney, NSW, Australia

    Rico Piehler

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Burmann, C., Riley, NM., Halaszovich, T., Schade, M., Klein, K., Piehler, R. (2023). Operational Brand Management. In: Identity-Based Brand Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-40189-4_3

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