Glossary of Branding Essay

705 Words Jan 6th, 2013 3 Pages
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
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(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

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