ABSTRACT
Summary This chapter focuses on the internal implementation and brand resourcing blocks of the process for building and sustaining brands. The chapter opens by considering internal brand delivery systems, recognising that any change to an internal delivery system does not affect just the functional or just the emotional values of a brand, but rather both these values. Within this context, the chapter focuses initially on mechanistic implementation considerations, because these predominantly influence functional values, then humanistic 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 service brands, critical incident technique and service blueprints. Humanistic internal implementation issues include the impact on brands from employees’ values, empowerment and relationships. Finally, each of the eight components of the atomic model of the brand are explored since these provide the detail about the final form of the brand.
