Professional Documents
Culture Documents
Brand Management
Brand Management
Management
Brand
A belief in the mind of the consumer
Brand Alignment
Harvard Business Review reported that "Successful visionary companies are 1% vision
and 99% alignment". Brand alignment comes after a programme of communication
throughout an organisation to gain buy-in and commitment to Corporate Branding
Strategy and values. This does not come from a single 'show-and-tell' staff conference
Brand Architecture
The deliberate management of brands within a portfolio, to create a Corporate Brand
Strategy. It culminates in a hierarchy of brands with a predetermined interaction
Brand Attributes
The values that the customer can (ideally) associate with a brand
Brand Equity
The pool of goodwill that the brand has built - in the mind of the consumer and
sometimes transferred onto the balance sheet
Brand Essence
The heart of a brand, its DNA - frequently boiled down by 'experts' into the lowest
common denominator. This manages to ignore the fact that a brand is a rich set of
emotions and often unique to each individual. An effective Corporate Identity Company
will retain the richness that makes a brand in describing the brand essence
Brand Extension
Using brand equity to take the brand into new product or service territories
Brand Guidelines
A set of rules that inform how a brand communicates - too often a straight-jacket. We
believe that it should be a spring-board to effective communication
Brand Identity
The way a managed brand communicates, with the Business Logo Design at its heart
Brand Lexicon
A collective term used within an organisation to describe their brand management tools,
typically Mission, Vision and Values
Brand Positioning
The deliberate management of brand attributes and characteristics, including product,
services, pricing, communication and distribution, to create a distinctive appeal
Brand Values
All too often an undifferentiating set of adjectives that describe how an organisation
wants to be seen. However, at its best, a motivating set of phrases that describe how an
organisation goes about its business for which they consequently become famous
Branding
Or Brand Management. The active management of reputation to create permanent
competitive advantage. Applied to all aspects of products, services and organisations
Corporate Identity
Or Company Identity. The 'suit of clothes' that a company wears to each of its various
audiences at its 'moments of truth'. This includes architecture, interior and graphic design,
tone of voice and has the logo as the most powerful single expression
Endorsement
A Business Naming convention adding credibility to a product or service by formally
relating it to the parent company through the corporate identity. Can also be used to
create a sense of 'group' to a diverse organisation
Logo
The most valuable single communication asset owned by a company, service or product.
Note: Anything that is valuable is rare.
Mission
Or 'Mission Statement'. A definition of success created by management in consensus,
creating a common and measurable ambition
Moments of Truth
A phrase reported by Tom Peters to describe the moments when a brand has an
interaction with its customer - and can therefore influence perception
Proposition
The offer to the customer
Strap Line
Or tag-line. A carefully crafted public expression of the Mission that complements the
Brand Naming and the Company Identity
Sub-Brand
As the name suggests, a derivative of a brand
Vision
All too often 'To be No1' or 'the most profitable.'. It should be a beautifully crafted and
motivating set of words that describe how the Mission will be achieved. Viz. Disney's
vision 'To make people happy'.
Visual Identity
A sub-set of the corporate identity that deals with the 'look and feel' of a brand
Wordmark
Naming a company to create a logo. The use of type alone to create a unique and
recognisable logo