Operational Brand Management
Global branding covers all aspects of creating a consistent consumer feel for an organization regardless of where they are located geographically or culturally. Much research has been performed around the creation, evolution and valuation of brands however there are fewer resources available to the Global Marketeer on operationally managing the creation, evolution and usage of his or her message throughout his extended organization. As managing the brand becomes critical to global growth, so too does keeping the reins on the way sales, engineering, technical publications, web/IT, procurement, legal etc all communicate that message in outward facing documents. Operational Brand Management is the science and art of making a company understand and believe its own brand message internally and externally.