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| Brand: A type of name, often a trademark. The management of a brand creates value and can influence the market. | |
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"Value" means, "the promise and delivery of an experience" for a consumer or marketer, but for a business it means "the security of future earnings" and from a legal viewpoint it signifies "a separable piece of intellectual property." Brands permit customers to choose and identify products in complex markets. |
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Brand Architecture: How a business structures and names the products it sells. This system may be divided into three categories: monolithic, where the name of the organisation is used for all products and services offered by the company. endorsed, where all sub-brands are linked to the corporate brand by either verbal or visual endorsement. freestanding, where the corporate brand just operates as a holding company, and each product or service is given a different brand for its target market |
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| Brand Associations: What different brands represent to the consumer. | |
| Brand Commitment: How often a consumer buys the same brand. The higher the level of commitment, the more a brand is protected from competition. | |
| Brand Earnings: How much a business earns from a brand. | |
| Brand Equity: The value of a brand to a company. | |
| Brand Essence: What a brand represents to the consumer. For example: Nescafe = ease of preparation, Armani = quality. | |
| Brand Experience: The 'experience' a brand represents to the consumer. | |
| Brand Extension: Using the power of a brand to move it into new markets or sectors. | |
| Brand Harmonisation: Keeping the image and perception of a range of branded products the same in different geographic markets. | |
| Brand Identity: How a brand is displayed to the customer, including name and appearance. It also enables the customers to understand which brands represent what. | |
| Brand Image: The customers and non-customers impressions of a brand. | |
| Brand Licensing: Allowing another company to use a company's established brand. Usually, the owner of the brand receives some form of payment. | |
| Brand Management: Keeping the brand in its position in the market. | |
| Brand Mission: See Brand Platform. | |
| Brand Parity: How customers view brands in a particular category. For example, most people do not care which brand of flour they buy, but do care about the brand of clothing they buy. | |
| Brand Personality: The characteristics that a brand has, or is given by the use of publicity. | |
| Brand Platform: A model for defining brands. The Brand Platform has the following elements: Brand Vision: The idea the brand projects. Brand Mission: How the brand will create the idea it wants to project. Brand Values: The system used to keep the brand at it's place in the market. Brand Personality See definition for Brand Personality. Brand Tone of Voice: What the brand says to it's customers. | |
| Brand Positioning: How a brand is placed in the market. The marketing mix is used to ensure that the brand is placed correctly. | |
| Brand Strategy: The plan used to develop a brand. | |
| Brand Tone of Voice: See Brand Platform. | |
| Brand Valuation: How the value of a brand is established. | |
| Brand Values: The rules used to place a brand and keep its position in the market. (See also Brand Platform.) | |
| Brand Vision: See Brand Platform. | |
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Branding: Giving a product or service a name which means that it will be a success in its market. |
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