Branding Terms & Useage
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.
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.
A comprehensive and systematic examination of all collateral (both tangible and intangible) which relates to a brand.
The proportion of target customers that recall a brand. Realisation by a consumer of the existance 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.
The value – both tangible and intangible that a brand adds to a product/service.
The core characteristic that defines a brand.
The exposure of a brand to a broader target customer market, geographic market, or distribution channel.
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.
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.
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. (Note that brand image is what is currently in the minds of consumers, whereas brand identity is aspirational).
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.
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 image or identity expressed in terms of human characteristics. Distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and perceptions.
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 (frame of reference) that (point of difference).” Eg. “to the brand of (frame of reference) that (point of difference).” Eg. “to caffeine-concerned coffee drinkers, Sanka is the brand of coffee that has no caffeine to upset you.”
A measure of the ability of the brand to dominate its product category.
The alignment of a brand – its attributes, identity and personality with the primary needs/wants of its target audience
A easily recognisable and memorable phase which often accompanies a brand name. An aid to recall and reinforcement. Eg.Nike: “Just do it”
The ‘big picture’ plans and tactics deployed by an organisation/brand owner to to create brand equity.
The monetary premium that results from having customers who are committed to your brand and willing to pay extra for it. The financial value calculated or determined to be attributable to the brand, apart from other tangible assets.
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.