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Operational Brand Management

In: Identity-Based Brand Management

Author

Listed:
  • Christoph Burmann

    (University of Bremen)

  • Nicola-Maria Riley

    (University of Bremen)

  • Tilo Halaszovich

    (Jacobs University)

  • Michael Schade

    (University of Bremen)

  • Kristina Klein

    (University of Bremen)

  • Rico Piehler

    (Macquarie University)

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.

Suggested Citation

  • Christoph Burmann & Nicola-Maria Riley & Tilo Halaszovich & Michael Schade & Kristina Klein & Rico Piehler, 2023. "Operational Brand Management," Springer Books, in: Identity-Based Brand Management, edition 2, chapter 0, pages 145-205, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40189-4_3
    DOI: 10.1007/978-3-658-40189-4_3
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