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Brand
A unique and identifiable symbol, association, name or trademark which serves to
differentiate competing products or services. Both a physical and emotional
trigger to create a relationship between consumers and the product/service.
Brand Attributes
Functional or emotional associations that are assigned to a brand by its
customers and prospects. Brand attributes can be either negative or positive and
can have varying degrees of relevance and importance to different customer
segments.
Brand Audit
A comprehensive and systematic examination of all collateral (both tangible and
intangible) which relates to a brand.
Brand Awareness
The proportion of target customers that recall a brand. Realisation by a
consumer of the existance and availability of a particular product. Brand
awareness is a common measure of marketing communications effectiveness. Unaided
awareness is spontaneous; aided or prompted awareness is when the name is
recognised among others that are listed or identified.
Brand Equity
The value - both tangible and intangible that a brand adds to a product/service.
Brand Essence
The core characteristic that defines a brand.
Brand Expansion
The exposure of a brand to a broader target customer market, geographic market,
or distribution channel.
Brand Extension
The application of a brand beyond its initial range of products, or outside of
its category. This becomes possible when the brand image and attributes have
contributed to a perception with the consumer/user where the brand and not the
product is the decision driver.
Brand Identity
A unique set of associations that the brand strategist aspires to create or
maintain. These associations represent what the brand should stand for and imply
a potential promise to customers. It is important to note that a brand identity
refers to the strategic goal for a brand; while brand image is what currently
resides in the minds of consumers.
Brand Image
A unique set of associations within the minds of target customers which
represent what the brand currently stands for and implies the current promise to
customers. (Note that brand image is what is currently in the minds of
consumers, whereas brand identity is aspirational).
Brand Loyalty
The strength of preference for a brand compared to other similar available
options. This is often measured in terms of repeat purchase behaviour or price
sensitivity.
Brand Management
The process of managing an organisation’s brands in order to increase long-term
brand equity. Also the person or group responsible for designing brand
identities, aligning them for maximum effectiveness, ensuring that they are not
compromised by tactical actions, and designing appropriate brand crisis
management plans.
Brand Personality
Brand image or identity expressed in terms of human characteristics.
Distinguishing and identifiable characteristics which offer consistent, enduring
and predictable messages and perceptions.
Brand Positioning
The “market space” a brand is perceived to occupy; the part of the brand
identity that is to be actively communicated in a way that meaningfully sets it
apart from the competition.
Brand Positioning Statement
A statement that describes the “place” that a brand should occupy in the minds
of target customers. Focuses on the equities that meaningfully set a brand apart
from the competition. Typically constructed in the following format: “To (target
market), Brand X is the brand of (frame of reference) that (point of
difference).” Eg. “to the brand of (frame of reference) that (point of
difference).” Eg. “to caffeine-concerned coffee drinkers, Sanka is the brand of
coffee that has no caffeine to upset you.”
Brand Power
A measure of the ability of the brand to dominate its product category.
Brand Relevance
The alignment of a brand - its attributes, identity and personality with the
primary needs/wants of its target audience
Brand Slogan/Tagline
A easily recognisable and memorable phase which often accompanies a brand name.
An aid to recall and reinforcement. Eg.Nike: “Just do it”
Brand Strategy
The 'big picture' plans and tactics deployed by an organisation/brand owner to
to create brand equity.
Brand Value
The monetary premium that results from having customers who are committed to
your brand and willing to pay extra for it. The financial value calculated or
determined to be attributable to the brand, apart from other tangible assets.
Brand Value Proposition
The functional, emotional, and self-expressive benefits delivered by the brand
that provide value to the customer: provides the rationale for making one brand
choice over another.
A unique and identifiable symbol, association, name or trademark which serves to
differentiate competing products or services. Both a physical and emotional
trigger to create a relationship between consumers and the product/service.
Brand Attributes
Functional or emotional associations that are assigned to a brand by its
customers and prospects. Brand attributes can be either negative or positive and
can have varying degrees of relevance and importance to different customer
segments.
Brand Audit
A comprehensive and systematic examination of all collateral (both tangible and
intangible) which relates to a brand.
Brand Awareness
The proportion of target customers that recall a brand. Realisation by a
consumer of the existance and availability of a particular product. Brand
awareness is a common measure of marketing communications effectiveness. Unaided
awareness is spontaneous; aided or prompted awareness is when the name is
recognised among others that are listed or identified.
Brand Equity
The value - both tangible and intangible that a brand adds to a product/service.
Brand Essence
The core characteristic that defines a brand.
Brand Expansion
The exposure of a brand to a broader target customer market, geographic market,
or distribution channel.
Brand Extension
The application of a brand beyond its initial range of products, or outside of
its category. This becomes possible when the brand image and attributes have
contributed to a perception with the consumer/user where the brand and not the
product is the decision driver.
Brand Identity
A unique set of associations that the brand strategist aspires to create or
maintain. These associations represent what the brand should stand for and imply
a potential promise to customers. It is important to note that a brand identity
refers to the strategic goal for a brand; while brand image is what currently
resides in the minds of consumers.
Brand Image
A unique set of associations within the minds of target customers which
represent what the brand currently stands for and implies the current promise to
customers. (Note that brand image is what is currently in the minds of
consumers, whereas brand identity is aspirational).
Brand Loyalty
The strength of preference for a brand compared to other similar available
options. This is often measured in terms of repeat purchase behaviour or price
sensitivity.
Brand Management
The process of managing an organisation’s brands in order to increase long-term
brand equity. Also the person or group responsible for designing brand
identities, aligning them for maximum effectiveness, ensuring that they are not
compromised by tactical actions, and designing appropriate brand crisis
management plans.
Brand Personality
Brand image or identity expressed in terms of human characteristics.
Distinguishing and identifiable characteristics which offer consistent, enduring
and predictable messages and perceptions.
Brand Positioning
The “market space” a brand is perceived to occupy; the part of the brand
identity that is to be actively communicated in a way that meaningfully sets it
apart from the competition.
Brand Positioning Statement
A statement that describes the “place” that a brand should occupy in the minds
of target customers. Focuses on the equities that meaningfully set a brand apart
from the competition. Typically constructed in the following format: “To (target
market), Brand X is the brand of (frame of reference) that (point of
difference).” Eg. “to the brand of (frame of reference) that (point of
difference).” Eg. “to caffeine-concerned coffee drinkers, Sanka is the brand of
coffee that has no caffeine to upset you.”
Brand Power
A measure of the ability of the brand to dominate its product category.
Brand Relevance
The alignment of a brand - its attributes, identity and personality with the
primary needs/wants of its target audience
Brand Slogan/Tagline
A easily recognisable and memorable phase which often accompanies a brand name.
An aid to recall and reinforcement. Eg.Nike: “Just do it”
Brand Strategy
The 'big picture' plans and tactics deployed by an organisation/brand owner to
to create brand equity.
Brand Value
The monetary premium that results from having customers who are committed to
your brand and willing to pay extra for it. The financial value calculated or
determined to be attributable to the brand, apart from other tangible assets.
Brand Value Proposition
The functional, emotional, and self-expressive benefits delivered by the brand
that provide value to the customer: provides the rationale for making one brand
choice over another.