ABSTRACT
Effective brand management continues to be a priority in helping organizations differentiate themselves from competitors as well as guiding organizational decision making. The growing appreciation of the latter underscores the emergence of a body of work with a strong focus on the role that employees play in the success of the brand. With the rapid emergence of practitioner and academic interest in the field of internal brand management, this chapter is timely in its reflection on the extant body of work as well as its critique of the new and novel advances that are being promoted in the academic literature, as reflected in the four chapters that precedes it. With a strong focus on addressing contemporary market challenges, the chapter’s commentary underscores the need to consider the nuances involved when developing brand champions, reaffirming that effective brand management is an evolutionary process that needs to morph with the market to survive.
