Brand
Perception of a product, service, experience, or organization.
Brand Book
Document that articulates the parameters of a brand for members of the brand community. A brand book is a standardized set of brand-building tools.
Brand Community
Network of those who contribute to building a brand -- including internal departments, external firms, industry partners, users, customers, and the media.
Brand Designer
One who helps shape a brand. A brand designer may be a graphic designer, strategist, marketing director, researcher, advertising planner, public relations specialist, web developer, copywriter and others.
Brand Equity
Aggregate of distinguishing qualities of a brand drawn from all relevant stakeholders. This results in personal commitment to, and demand for, the brand. Various thoughts and feelings make the brand valued and valuable.
Brand Experience
How a brand is created in the mind of a stakeholder. Some experiences are "controlled" such as retail environments, products/services, advertising, websites, etc. Some are "uncontrolled", like journalistic comment and word-of-mouth. Strong brands arise from consistent experiences which combine to shape a clear, differentiated overall brand experience.
Brand Identity
The outward expression of the brand, which includes its name and its visual representation. The brand's identity is its fundamental means of consumer recognition; it symbolizes the brand's differentiation from competitors.
Brand Image
The customer's net "take-away" from the brand. For users this is based on their ow experience of the product or service concerned ("informed impressions") and how well this meets expectations. For non-users it is based mostly upon uninformed impressions, attitudes and beliefs.
Brand Loyalty
Strength of preference for one brand compared to other similar available options. This is often measured in terms of repeat purchase behavior, or in terms of price sensitivity.
Brand Name
Written or verbal component of a brand icon; name of a service, product, experience or organization.
Brand Police
A manager or a team responsible for strict compliance with guidelines in the brand manual.
Brand Steward
One who is responsible for developing and protecting a brand.
Brand Strategy
Deployed by an organization/brand owner to to create brand equity, brand strategy embraces 'big picture' plans and tactics.
Brand Value
Monetary premium that results from having customers who are committed to a particular brand and who are willing to pay extra for it; also, the financial value attributed to the brand, apart from other tangible assets.
Brand Value Proposition
Emotional, functional and self-expressive benefits delivered by the brand that supple value to the customer. Brand value proposition provides the rationale for making one brand choice over another.
Branding
Any effort, endeavor, agenda or program to build a brand; the process of brand-building.
Brandmark
An icon, avatar, wordmark, or other symbol for a brand; also can be a trademark.
Buzz
Current public opinion regarding a service, product, experience, or organization.