Brand enactment focuses on external activities

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Brand enactment:

In the traditional product line-branding environment, the enactment, or endorsement,
of the brand centers mainly on externally focused activities. By doing so, this creates consumer satisfaction. In contrast, the endorsement of the corporate brand pursues a different process, which is conscientious to the needs of stakeholders, or in other words, the stockholders, rather than just consumers.

Consumers have few connections with the inside workings of the traditional product
line brands, where as the stakeholders, or stockholders have numerous connections
with corporate brands, to the point of having controlling interest with several brands. To guarantee reliability of the brand experience across stakeholders/stockholders T systems can help, but heir applicability is controlled. Writers argue against the indiscriminate replacement of personnel by technology, instead of allowing employees to understand their brands values. This would maintain the increased commitment to deliver the brand promise, creating a better probability of superior brand performance.

As a result, while in the traditional product brand arena, an automatic command and control approach is predominant. A more human approach is necessary in corporate
branding, and greater emphasis should be placed on internal communications so employees fully appreciate their brands promise and how their behavior should be guided by the brands values.

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