3. Operational Brand Management

The third chapter of this book delves into the operational aspects of brand management, emphasizing the importance of aligning brand identity with internal and external target groups. Internal operational brand management involves communicating the brand identity effectively to employees, fostering brand understanding, commitment, and citizenship behavior. External operational brand management focuses on identifying and managing brand touchpoints to ensure the brand promise is consistently communicated. The chapter also highlights the role of HR management and leadership in reinforcing brand values and behaviors. Tools for influencing brand understanding, commitment, and citizenship behavior are discussed, including internal communication, external communication, brand-oriented HR management, and brand-oriented leadership. The chapter concludes by stressing the importance of consistency and integration between internal and external brand management for the overall success of the brand.