In marketing, application or implementation of a brand refers to the physical representation and consistent application of a brand's identity through visual and verbal means of communication. In visual terms, this can include signage, uniforms, interior design, and branded products. Brand implementation encompasses facets of architecture, product design, industrial design, surveying, engineering, sourcing, project management and retail designs.

Branding is an integral part of the branding cycle and should be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the brand image across all business units, channels and media.

This refers to the marketing of the product and the brand as a unified whole. The application of the brand is a continuous process that requires control of the brand image and its presence despite changes in the markets and structure of companies.[1]​.

Brand implementation emerged as a discipline in the 1990s, when brand owners recognized the need for consistency of a single brand across their products. Traditionally, brand implementation was handled by parties, including purchasing, interior designers, and outside companies. The lack of centralized management in this project caused inconsistencies, while the irregularity of information meant that suppliers had too much control over branding issues. Brand implementation was consequently coined as an umbrella term for all aspects of the implementation and maintenance of physical brand assets, ever since.

The experience of more than 80 companies operating globally shows that the lack of planning before a brand change[2]​ prevents the implementation from being carried out consistently and with complete control and that constitutes a key problem in the process of implementing a brand. Eight major obstacles stand in the way of effective implementation:.

The implementation of the brand does not imply the design or creation of the brand identity; Brand application agencies work closely with branding agencies to ensure that their work is applied accurately and consistently. This relationship is known as magic and logic (routes to market, RTM, from International Supply Chain Marketing). Branding agencies take care of the magic (creativity) and brand application agencies take care of the Logic (application).