Managing Brands Globally through Operational Brand Management - Exec Briefing Paper
It's no secret that a well-managed brand adds value to an organization. Many studies have been performed around the creation, evolution, and valuation of brands. However, there are far fewer resources available to the Global Marketeer on how to operationally manage the brand throughout the extended global organization. 'Operational Brand Management' is the combination of people, processes, and technologies which allow an organization to consistently and accurately drive its brand in the language and culture of choice for the consumer in a manner consistent with corporate strategy. This 1-page Executive Brief gives an introduction to the key issues.
