TABLE OF CONTENTS This chapter focuses on the internal implementation and brand resourcing blocks of the process for building and sustaining brands (see Figure 9.1). The chapter opens by considering internal brand delivery systems, recognizing that any change to an internal delivery system for a brand does not affect just the functional or just the emotional values of a brand, but both these values. Within this context, the chapter focuses initially on mechanistic implementation considerations, because these predominantly influence functional values, then staff implementation considerations are addressed since these mainly influence emotional values. The mechanistic implementation considerations cover value chain analysis, strategic outsourcing, core competencies and, specifically for services brands, critical incident technique and service blueprints. The staff implementation issues reviewed include the impact on brands from employees' values, empowerment and relationships. Finally, each of the eight components of the atomic model of the brand is explored, since these provide the detail about the final form of the brand.
Returning to the route plan of Figure 9.1, the process for building or strengthening a brand should have led the brand's team to be more specific about the core nature of the brand through models such as the brand pyramid, the brand promise and the development of more integrated brand positionings and brand personalities. A challenge faced at the next stage of the route plan...
