In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise.
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.
The experience of more than 80 companies operating worldwide shows that a lack of planning before the rebrand,[2] consistent implementation and complete control are the key problems of brand implementation.
This relationship is referred to as Magic and Logic (RTM of Marketing Supply Chain International).