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Executing the brand: Emerging digital brand execution tools and the role of employees in developing on-brand materials

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Typical approaches to brand management tend to focus on internal control systems, such as rulebooks (formal brand guideline practices) and approval systems (brand police). From the employee perspective, traditional brand management controls may be perceived as being less about employee brand empowerment in external customer interactions and more about defining brand execution behaviours through rigid systems. This paper focuses on the critical role of employees in executing a brand as facilitated by digital brand execution software. It argues that these digital tools may provide alternative approaches to building brand value for an organisation by facilitating internal support for branding initiatives and helping employees deliver on the brand's image, experience and promise to its customers and stakeholders. By conducting a review of the academic brand management literature and analysing the state of leading brand execution software tools, the author offers practical insights for readers to incorporate into medium and large-sized organisations to rethink how employees vocalise a brand each day.
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Keywords: brand communication; brand execution; brand management; brand training; corporate culture; employee

Document Type: Research Article

Publication date: March 1, 2015

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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