ABSTRACT
The purpose of this chapter is to introduce the reader to the concept of brands from both the external perspective as well as the internal perspective. It opens by showing that brands are valuable to both organizations and customers. In essence brands are clusters of functional and emotional values, and traditionally brand management has taken an external focus, concentrating on meeting customers’ needs. With the growth of the services sector and the greater interaction between customers and staff, this chapter argues for a more balanced perspective on brand management, in particular aligning employees’ values with the brand values so they are able and committed to deliver the brand’s values. A unifying definition of the brand is advanced, and key aspects of this definition are explained. Finally, the move to teambased brand management is explored.
