Brand implementation

Brand implementation

Brand implementation refers to the physical application of brand identity across visual identity carriers. This can include signage, uniforms, liveries and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project management and retail design.


Brand implementation emerged as a discipline in the 1990s when brand owners recognized the need for consistency across branded estates. Traditionally, brand implementation was handled by various parties, including shop-fitters, interior designers and sign companies. Lack of centralized project management led to inconsistencies, while information dissymmetry meant suppliers had too much control over brand issues. Brand implementation was thus coined as an umbrella term for all aspects of the application and maintenance of physical brand assets.


Brand implementation is now a critical discipline focused on binding the relationship between the target audience and the brand. This allows brand implementation firms to identify the best possible manufacturing solution for each project.

Magic and Logic

Brand implementation does not involve the design or creation of brand identity. Instead, brand implementation agencies work closely with branding agencies to ensure that the latter’s work is applied accurately and consistently. This relationship is referred to as Magic and Logic. Branding agencies look after the Magic (creative) and brand implementation agencies look after the Logic (implementation).

ee also

*Brand architecture
*Brand community
*Brand engagement
*Brand loyalty
*Brand management
*Brand orientation
*Employer branding
*Integrated marketing communications
*Branded Asset Management
*Retail design / Visual merchandising


*Baxter, Marilyn (2006) "Magic and Logic, explains the relationship between design, procurement and agenices

Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Brand architecture — is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding… …   Wikipedia

  • Brand management — Marketing Key concepts Product marketing · Pricing …   Wikipedia

  • Implementation of bus rapid transit by country — This page describes the implementation of bus rapid transit in different countries, and gives operational and historical details by country, as well as giving details of confirmed plans or proposals for new BRT systems.AfricaNigeria*Lagos State… …   Wikipedia

  • Chief brand officer — A chief brand officer (CBO) is a relatively new executive level position at a corporation, company, organization, or agency, typically reporting directly to the CEO or board of directors. The CBO is responsible for a brand s image, experience,… …   Wikipedia

  • Steek (brand) — Infobox Company company name = Steek company type = Private company slogan = the white label web2.0 online data management company. key people = Christophe Camborde, Chairman and managing director, Founder Yannick Lacastaigneratte, Chief… …   Wikipedia

  • Peter Schmidt Group — Die Peter Schmidt Group ist eine Designagentur mit Niederlassungen in Hamburg, Frankfurt, München, Zürich und Tokyo. Sie wurde 1972 vom international renommierten Designer Peter Schmidt gegründet und gestaltete viele deutsche und internationale… …   Deutsch Wikipedia

  • Rebranding — is the process by which a product or service developed with one brand, company or product line affiliation is marketed or distributed with a different identity. This may involve radical changes to the brand s logo, brand name, image, marketing… …   Wikipedia

  • Retail design — is a creative and commercial discipline that combines and utilizes many different design concepts together in the conceptualizing and construction of retail space. Retail design is primarily a specialized practice of architecture and interior… …   Wikipedia

  • Endpoint — An endpoint or end point is a mark of termination or completion. * Endpoint (chemistry), the conclusion of a chemical reaction, particularly for titration * Endpoint (band), a hardcore punk band from Louisville, Kentucky * Clinical endpoint, in… …   Wikipedia

  • Signage — A sign, just to the south of the Las Vegas Strip, welcoming visitors to Las Vegas Signage is any kind of visual graphics created to display information to a particular audience. This is typically manifested in the form of wayfinding information… …   Wikipedia

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”