MARKETING ASSIGNMENT:

BRANDING GLOSSARIES

1. Brand
A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed
properly, creates value and influence. “Value” has different interpretations: from a marketing or consumer
perspective it is the promise and delivery of an experience; from a business perspective it is the security of
future earnings; from a legal perspective it is a separable piece of intellectual property.

2. Brand Awareness
Brand awareness is commonly used in marketing communications to measure effectiveness. It investigates
how many target customers have prior knowledge of a brand as measured by brand recognition and brand recall.

3. Brand Book
A unique articulation of the brand in both words and visuals which brings the brand and its story to life. Usually
directed at internal audiences, brand books are now developed to tell the brand’s story for all constituents
fulfilling a pledge to be consistent in execution.

4. Brand Brief
This is the planning document for any brand building project. It sets out the goals, objectives, competitive
landscape, current capabilities and performance, timelines, and budget. It ensures that all stakeholders are
aligned to anticipated change and that a sound business case is in place to make any significant changes to the
brand.

5. Brand Commitment
The degree to which a customer is committed to a given brand in that they are likely to repurchase/reuse in the
future. The level of commitment indicates the degree to which a brand’s customer franchise is protected from
competitors.

6. Brand Audit:
A thorough, under-the-hood examination of a brand to uncover performance, position and customer
insights. A brand requires these inspections in order to identify strengths, weakness and opportunities for
refinement or new initiatives. The results of a brand audit will align teams and set the stage to prioritize
and manage any course corrections needed.

7. Brand Champion
Brand champions are internal and external story tellers who spread the brand vision, brand values and
cultivate the brand in an organization. Every organization needs committed and passionate brand
champions. The more employees the organization can turn into brand champions, the better will it be
equipped to build and maintain strong brand equity? Singapore Airlines, L'Oreal, Harley Davidson, Nike,
Google and LEGO are well-known examples of companies which benefit tremendously from their
employees being strong and dedicated brand champions.

8. Brand Culture
The Interbred practice and overarching process of ensuring that the employees of an organization are the
first audience to be exposed to and deeply understand what the brand is meant to achieve.
9. Brand Discovery: The process of objectively examining a brand to better understand its role within the
competitive landscape and gain insights into its consumers and what motivates category purchase. Brand
discovery will reveal strengths, weaknesses and what customers value most among the brand’s offerings
and why

10. Brand Ambassador: The face or spokesperson of a brand. The brand ambassador, which historically took
the form of a CEO, celebrity endorser or other paid affiliate, represents the essence of a brand and is a
controlled effort to humanize brand messaging, mission and outreach. More recently, employees, loyal
customers and anyone passionate about the brand, have assumed the title. The ambassador eats, breathes
and lives the brand, providing customers with a tangible and influential brand experience while serving as
the campaigner, defender and avatar of the brand.

11. Brand Archetype(s): Categories of brands that share specific, universally recognizable personality traits,
attitudes, and behaviors. These archetypes are drawn from influential psychiatrist Carl Jung’s theory that
humans use symbolism to understand larger concepts. Brands are categorized by twelve Jungian
archetypes: The Innocent, The Everyman, The Hero, The Rebel, The Explorer, The Creator, The Ruler,
The Magician, The Lover, The Caregiver, The Jester, and The Sage. Identification with and archetype
allows brands to foster a deeper connection and understanding with their target audience. These archetypes
can then be used to align the brand with specific customer personas and focus the efforts of marketing
teams.

12. Brand Asset

Any aspect of a brand that has strategic value, e.g., visual symbols, slogans, sounds, photos, mascots, etc.

13. Brand Architecture

Brand architecture is the relative structure of an organization’s brands. The way in which the brands within
a company’s portfolio are related to, and differentiated from, one another

14. Brand Equity

The accumulated financial and strategic value of all associations and expectations (positive and negative)
that people have of brand. Brand equity can be quantified four ways: 1) economic value of the brand and its
assets, 2) the price premium that the brand commands, 3) the long term consumer loyalty the brand enjoys, or
4) the market share the brand gains through its reputation alone. Note: brand equity can be negative.

15. Brand Gap

The difference between the brand’s strategy and the actual experience.
16. Brand Guidelines: A guide that conveys how brand standards are to be applied, and enables their
consistent use as campaigns are executed.

17. Brand Harmonization: Ensuring that all products in a particular brand range have a consistent name,
visual identity and, ideally, positioning across a number of geographic or product/ service markets. This
consistency allows for a clear articulation of offerings that set boundaries and facilitate harmony between
a brand’s promise and the public’s expectations.

18. Brand Identity

The outward expression of a brand — i.e., look-and-feel — as created by a system of standards including
colors, fonts, images, photos, graphics and design. (Compare to “Corporate Identity.”)
19. Brand Image
The mental associations, ideas, feelings and beliefs people think of when they see or hear a brand.

20. Brand Positioning Statement

A clear, concise, focused statement capturing the essence of a brand’s differentiation. (Compare with
“Unique Selling Proposition.”)

21. Brand Promise

Consumer expectations about what the brand will deliver. The experience — good or bad — one can expect
from a brand. When an organization defines its brand promise, it should be differentiated, relevant, credible and
irreproducible. (Compare with “Brand Image.”)

22. Branding
An organization’s deliberate and intentional attempt to shape and influence people’s perceptions of their
brand(s) in specific directions.

23. Challenger Brand

A new or rising brand that is viable in spite of other existing brands dominating the category.

24. Co-Branding: The use of two or more brand names in support of a new product, service or venture. Co-
branding is a strategy that couples the strengths, awareness and customers of one brand with another in
order to increase brand equity, target specific markets and/or combine brand values in the mind of the
consumer.

25. Color System: A brand’s master color guide that consists of primary and secondary palettes of print and
digital color values that govern all usages of brand assets to ensure a sense of hierarchy, consistency,
usability and harmony. The strategic selection of color, tones and hues evokes emotion for—and
recognition of—a particular brand.

26. Branding Agency: Branding agencies specialize in strategic brand building and management. Unlike
advertising or marketing agencies, branding agencies focus on strategically positioning a brand in the
competitive market and in the mind of the consumer rather than on tactically communicating brand services
or offerings.

27. Brand Standards: A comprehensive document or rulebook affirming the principles of a brand and
providing guidance for understanding its legacy, vision, mission, personality and attributes. Brand
standards inform staff, external agencies and vendors of the code under which the brand operates. It serves
to establish appropriate usage, variants and application of each of the brand assets, and specifies how each
element fits together.

28. Brand Strategy: The long-term strategy that guides a business in the development of a brand and its
implementation in every aspect of marketing and operations. It serves as a guidepost for internal
stakeholders and partners and clarifies a company’s value to its customers.

29. Brand Valuation: The estimated financial value that all of a brand’s tangible and intangible assets bring
to a company. It is frequently used to guide brand strategy and make the case for branding investments,
and it showcases the impact that a brand has on business performance now and in the future.
30. Brand Values: An unwavering declaration of values or promises that steers a brand toward its “true north.”
Brand values are the internal attributes that establish a brand’s unique transactional philosophy, underline
its purpose and guide its decisions and behaviors.

31. Brand Management: A continued analysis and execution of all techniques utilized to maximize the value
of the brand over time. The management of all tangible and intangible elements representing or supporting
the brand experience with the goal of increasing brand awareness and enhancing brand loyalty.

32. Brand Map: A visual manifestation of a brand that provides a top-level view of all its inner workings,
including employee roles, brand purpose, offerings and pricing. The brand map can be a useful tool to
guide employee onboarding and training as well as larger organizational initiatives such as mergers and
acquisitions.

33. Brand Personality: The attribution of human personality traits (seriousness, warmth, imagination, etc.) to
drive differentiation and customer connection. These traits inform brand behavior and are manifested to
customers through employee actions and through prepared communication, packaging and advertising.

34. Brand Positioning: The distinctive space that a brand occupies in its competitive environment to ensure
that individuals can recognize and elect the brand over others. Brand positioning involves the careful
manipulation of all marketing elements in order to claim the brand’s desired market position and clearly
establish its unique impression in the customer’s mind.

35. Brand Preference: A gauge of customer choice in a particular category, or the act of a customer choosing
one product over another. Brand Salience: The strength or weakness of a brand in a particular purchasing
decision, influenced by its brand positioning

36. Brand Attributes: The touchstones that define the qualities and personality of the brand in a customer’s
mind. Brand attributes help establish the spirit and tone that inform all communications and effectively
guide internal culture. They are the qualities that make a brand unique, personal and recognizable.

37. Parent Brand: A brand that acts as an endorsement to one or more sub-brands within a range.

38. Rebranding: When a brand owner revisits the brand with the purpose of updating or revising based on
internal or external circumstances. Rebranding is often necessary following a merger, acquisition, or if the
brand has outgrown its former identity.

39. Sub-brand: A product or service brand that had its own name and visual identity to differentiate it from
the parent brand.

40. Masterbrand: A brand that dominates all products or services in a range or across a business. Sometimes
used with sub-brands, sometimes used with alpha or numeric signifiers. Mercedes-Benz and BMW are
both employed as master brands.

41. Branding Agency: Branding agencies specialize in strategic brand building and management. Unlike
advertising or marketing agencies, branding agencies focus on strategically positioning a brand in the
competitive market and in the mind of the consumer rather than on tactically communicating brand services
or offerings.

42. Branding Firm – A group of Brand Strategists and possibly a few others who focus time and energy upon
the development and analysis of brands.
43. Brand Preference – The deliberate decision to choose one brand over another.

44. Brand Product Relationship – The tangible relationship between the brand and the product represented
by the brand. The brand must make sense from the perspective of the product.

45. Brand Promise – The brand’s guarantee to fulfill a specific need for the consumer and for itself in an
ever-changing market.

46. Brand Recall – Simple, immediate recognition and memory of a brand.

47. Brand Recognition – Similar to Brand Recall. The ability of a consumer to recognize a brand, know
that it exists, and know that it is a purchasing alternative.

48. Brand Steward – An individual whose responsibility is to manage, monitor and adjust the brand
according to the Brand Charter

49. Brand Preference – The deliberate decision to choose one brand over another.

50. Brand Product Relationship – The tangible relationship between the brand and the product represented
by the brand. The brand must make sense from the perspective of the product.

51. Brand Promise – The brand’s guarantee to fulfill a specific need for the consumer and for itself in an
ever-changing market.

52. Brand Recall – Simple, immediate recognition and memory of a brand.

53. Brand Recognition – Similar to Brand Recall. The ability of a consumer to recognize a brand, know
that it exists, and know that it is a purchasing alternative.

54. Brand Steward – An individual whose responsibility is to manage, monitor and adjust the brand
according to the Brand Charter

55. Brand Cycle

The process Interbrand uses to create and manage a client’s brand as a valuable asset. It outlines the
breadth of services and associated benefits. It commences with an evaluation of an existing brand or the
creation of a new one and takes the owner through a robust strategic and creative series of interventions
meant to deliver a clear return on brand investment.

56. Brand Earnings

These are the profits that can fairly be attributed solely to a brand. They result from the revenues the brand
generates, and are distributed by dividing the profits between all assets or parties that contribute to
generating it. This profit split approach is the most widely used and recognized method for assessing the
economic value of a brand and is employed by the majority of accountants and consultants. It is also
becoming the standard accounting method for capitalizing goodwill on the balance sheet.

57. Brand Licensing

This is a brand owner leasing the use of its brand to another company, most often for a fee or royalty.
Though an attractive stream of revenue, it is important for the brand owner to ensure that the equities of
the brand are protected so that the licensee does no damage to the brand over the term of the agreement.
58. Brand Essence
The brand’s promise expressed in the simplest, most single-minded term. For example, Volvo = safety;
AA = Fourth Emergency Service. The most powerful brand essences are rooted in a fundamental customer
need.