Operational Brand Management

Christoph Burmann (), Nicola-Maria Riley (), Tilo Halaszovich (), Michael Schade (), Kristina Klein () and Rico Piehler ()
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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

Chapter Chapter 3 in Identity-Based Brand Management, 2023, pp 145-205 from Springer

Abstract: 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.

Date: 2023
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DOI: 10.1007/978-3-658-40189-4_3

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