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 existence 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.

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 by which marketeers attempt to optimise the 'Marketing mix' for a specific brand.

Brand Mapping and Brand Maps

The relative position of competing brands based on perceptual mapping of consumer perceptions of the brands. Also called perceptual maps, position maps and space maps.

Brand Personality

Collection of attributes giving a brand a recognisably unique quality. May be the result of contrived marketing action or an accident of market perception.

Brand Positioning Statement

A statement that describes the 'place' that a brand should occupy in the minds of target customers.

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 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

An easily recognisable and memorable phase which often accompanies a brand name.

Brand Strategy

The 'big picture' plans and tactics deployed by an organisation/brand owner to create brand equity.

Brand

The set of physical attributes of a product or service, together with the beliefs and expectations surrounding it - a unique combination, which the name or logo of the product or service should evoke in the mind of the audience.

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.

Brand Value

The value which a brand would be given if represented on a company balance sheet.

Buzzword

A trendy word or phrase that is used more to impress than explain.

Corporate Identity

The character a company seeks to establish for itself in the mind of the public, reinforced by consistent use of logos, colours, typefaces and so on.

Corporate Reputation

A complex mix of characteristics, such as ethos, identity and image, that go to make up a company's public personality. Corporate reputation hinges on investor confidence, unlike brand reputation which is reliant on customer confidence and reflected in sales.

Corporate Strategy

The policies of a company with regard to its choice of businesses and customer groups.

Logo

A graphic, usually consisting of a symbol and/or group of letters, that identifies a company or brand.

Mission statement

A company's summary of its business philosophy and direction.

Vision

The long-term aims and aspirations of the company for itself.