BRAND GLOSSARY

FOR COMMS PLANNING

Created by Baiba Matisone

CONTENTS
A BRAND EQUITY BRAND MARK BRAND REPOSITION
MEASUREMENT SYSTEM
ATTRIBUTES BRAND MESSAGE BRAND RESONANCE
BRAND ESSENCE
B BRAND PERSONALITY BRAND STANDARDS
BRAND EXTENSION
BRAND BRAND MANTRA BRAND STRATEGY
BRAND HIERARCHY
BRANDING BRAND PERFORMANCE BRAND SALIENCE
BRAND FEELINGS
BRAND ARCHITECTURE BRAND POSITION
BRAND IDENTITY
BRAND AUDIT BRAND PROMISE
BRAND IMAGE
BRAND AWARENESS BRAND PRODUCT
BRAND JUDGMENT MATRIX
BRAND BRIEF
BRAND LOYALTY BRAND PORTFOLIO
BRAND EQUITY
BRAND MANAGEMENT BRAND RECOGNITION
CONTENTS
C E P R
CANNIBALIZATION EMOTIONAL BRANDING PARENT BRAND REBRANDING
CO-BRANDING F PENETRATION T
COMPETITIVE FAMILY BRAND POINT-OF-SALE TARGET AUDIENCE
LANDSCAPE
M PREMIUM BRAND V
CUSTOMER-BASED
BRAND EQUITY MARKET SEGMENTATION PSYCHOGRAPHICS VISUAL IDENTITY
MARKET SHARE PRODUCT
D
DEMOGRAPHICS N Q

DESIGN STRATEGY NICHE MARKETING QUALITATIVE

RESEARCH
DIFFERENTIATION
QUANTITATIVE
RESEARCH
A
ATTRIBUTES are characteristics of a company,
product, or service. They can be functional or
emotional. If attributes are what a brand has, then
benefits (what the brand offers to its customers)
are why specific attributes are essential.
 BRAND is a set of elements, both physical and

B emotional, used to evoke the desired response

in the minds of consumers or audiences. The
aim of branding is to create a unique identity to
differentiate a product or service from its
competitors. A brand usually includes a range
of designed elements, including a name and a
distinctive visual style.
B
BRANDING is the process used by a company
or organization to express its brand promise to a
particular target audience, which conditions that
audience to prefer the given offer. This is
achieved by manipulating the tangible and
intangible attributes that form the brand into a
range of communication solutions.

Almost any type of product can be branded by

giving the product a name and attaching
meaning to it in terms of what the product has
to offer and how it differs from competitors.
 BRAND ARCHITECTURE can mean either the

B organization and structure of a single brand,

created through a designed system of visual
elements, or else a system of related brands
exploring the relationship between a parent
company and its products and/or sibling
brands.
B
BRAND AUDIT: The associations, either
functional or emotional, that an audience or
consumer assigns to a brand, either negative or
positive.

A comprehensive examination of a brand

involving activities to assess the health of the
brand, uncover its sources of equity, and
suggest ways to improve and exploit that equity.
A brand audit requires understanding the
sources of brand equity from the perspective of
both the firm and the consumers.
 BRAND AWARENESS is the ability and speed

B at which customers recognize a brand's name,

logo, and unique point of difference. Brand
Awareness is created by increasing the
familiarity of the brand through repeated
exposure (for brand recognition) and strong
associations with the appropriate product
category or other relevant purchase or
consumption cues (for brand recall).
B
BRAND BRIEF: The planning document for any
brand-building project. It is filled with the goals,
objectives, competitive landscape, current
performance, timeline, and budget. It ensures that
everybody is aligned with the brand development.
 BRAND EQUITY: A measure of the value of a

B brand, it can be determined in two ways. One is

by examining the tangible assets (patents,
trademarks) and intangible assets
(differentiating qualities) that contribute to the
value of the brand. Alternatively, it is the
financial premium derived from loyal consumers
willing to pay more for a branded item or
service.

Brand Equity is a function of the level of Brand

Awareness and the strength, favorability, and
uniqueness of brand associations.
B
BRAND EQUITY MEASUREMENT SYSTEM
is a set of research procedures designed to
provide timely, accurate, and actionable
information for marketers so that they can make
the best possible tactical decisions in the short
run, and the best strategic decisions in the long
run.
B
BRAND ESSENCE is the distillation of a brand's
core values into a simple, succinct concept that
is fundamentally rooted in customer need.
B
BRAND EXTENSION is the expansion of a
brand through the creation of a new product or
service. This usually entails leveraging the
brand's existing value in order to enhance the
consumer's perception of the new offer.
B
BRAND HIERARCHY: Reveals and explicits
ordering of brands by displaying the number and
nature of common and distinctive brand
components across the firm's products. By
capturing the potential branding relationships
between the products sold by the firm, a brand
hierarchy helps to graphically portray a firm’s
branding strategy.
B
BRAND FEELINGS: Consumer emotional
responses and reactions with respect to a brand.
What feelings are evoked by marketing?
B
BRAND IDENTITY: A unique set of design
elements that identify the brand and expresses
the brand promise, including the name, type,
logo/symbols, icons, and colors.
B
BRAND IMAGE: A positive brand image is
created by marketing campaigns that link strong,
favorable, and unique associations to the brand in
memory. The realization of the brand has
important implications for building brand equity.
B
BRAND JUDGMENT: Focus on consumers’
personal opinion and evaluations:

● Brand quality
● Brand credibility
● Brand consideration - crucial in building
Brand Equity
● Brand superiority
B
BRAND LOYALTY: A measure of the strength
of consumer preference for a particular brand.
B
BRAND MANAGEMENT: The job of ensuring
that the tangible and intangible aspects of the
brand remain consistent.
B
BRAND MARK: Also known as a logo or brand
icon. It is a symbol or design element that allows
consumers to identify a specific brand and
differentiate it from others.
B
BRAND MANTRA is highly related to concepts
such as "brand essence" or "core brand promise".
A mantra is an articulation of the "heart and soul"
of the brand. Brand mantras are three- to
five-word phrases that capture the irrefutable
essence or spirit of the brand positioning. Their
purpose is to ensure that all employees within the
organization and all external marketing partners
understand what the brand fundamentally is to
represent to consumers so that they can adjust
their actions accordingly.
B
BRAND MESSAGE: The primary statement
used to express the brand promise, reflecting the
desired personality and position of the brand.
B
BRAND PERSONALITY: The brand expressed
in terms of human characteristics (e.g. power,
caring, purity). A way to personify the brand
message, this application of human attributes is
used to achieve brand differentiation.
B
BRAND MANTRAS should be developed at the
same time as the brand positioning. Such
positioning is usually a result of an in-depth
examination of the brand through some form of
audit or other activities. Mantras require more
internal examination and involve input from a
wider range of employees and marketing staff.
B
BRAND PERFORMANCE relates to how a
product or service attempts to meet customers'
more functional needs. As such, it refers to the
intrinsic properties of the brand in terms of
inherent product or service characteristics. How
well does a brand rate on objective assessments
of quality? To what extent does it satisfy
utilitarian, aesthetic, and economic customer
needs and wants in the product or service
category?
B
BRAND PERFORMANCE:

Can be divided into 3 categories:

● Reliability - refers to consistency over time

and from purchase to purchase. Can I trust
the brand?
● Durability - refers to the expected economic
life of the product.
● Serviceability - refers to the ease of
servicing the product if it needs repair.
B
BRAND POSITION: The distinctive position
created for an offering that ensures clear
identification and differentiation by consumers.
B
BRAND PROMISE: A statement capturing a
brand's unique offer to its consumers. It
highlights the brand's unique selling point and
defines its position in the market, differentiating
that brand from its competition.
B
BRAND PRODUCT MATRIX: Graphical
representation of all the brands and products
sold by the firm.
B
BRAND PORTFOLIO: This is the set of brands
and brand lines that a firm offers for sale to
buyers in a particular category.
B
BRAND RECOGNITION relates to consumers'
ability to confirm exposure to the brand when
given the brand as a cue.
B
BRAND REPOSITIONING: Developing a
strategy to move a brand to a new market
position.
B
BRAND RESONANCE: Refers to the nature of
the identification consumers have with the brand,
and the extent to which consumers feel they are
"in sync" with the brand.

Can be broken down into 4 categories:

1. Behavioral loyalty
2. Attitudinal attachment
3. Sense of community
4. Active engagement
B
BRAND STANDARDS: Also known as "Brand
Guidelines". A document or manual exploring in
detail the design elements that constitute the
brand identity, specifying typefaces, colors, and
visual elements. It also includes how to apply the
brand appropriately.
B
BRAND STRATEGY: The plan created after
in-depth research on markets, consumers, and
competitors. It is used to guide designers when
creating a new brand identity. It highlights the
competitive advantages by defining the unique
factors identified for the brand.

Brand Strategy is planned with a clear vision and

articulation of how the brand will deliver
distinctive and important benefits to the target
audience.
B
BRAND STRATEGY: An effective brand
strategy answers five critical questions:
1. What are the most profitable customer
segments with which the brand must engage?
2. What is the single-minded value proposition
that will compel these segments to choose the
brand repeatedly?
3. Why should these target customers believe in
the brand?
4. What are the facts that back up the value
proposition?
5. How do we communicate and implement the
branding and marketing that employees and
sales channels will adopt?
B
BRAND STRATEGY: There is no formula for
developing a brand strategy. There are many
different models, but all should be rooted in the
brand’s vision and directed by the principles of
differentiation and sustainable customer appeal.
 BRAND SALIENCE: Relates to aspects of the

B brand’s awareness: - how often and easily the

brand is evoked under various situations or
circumstances. To what extent is the brand easily
recalled or reorganized? What types of
cues/brand codes, or reminders are necessary?
How pervasive is this brand's awareness?
C
CANNIBALIZATION: When a brand extension
or line extension results in overall losses of
revenue and brand value from existing and
established brands owned by the same company.
C
CO-BRANDING: A strategy that leverages two
or more brands together to form a more
compelling offer than either could have alone.
C
COMPETITIVE LANDSCAPE: Every brand
lives in a competitive environment that is
continuously changing by time and consumer
preferences. A Competitive Landscape helps you
understand future threats that come from other
brands.
C
CUSTOMER-BASED BRAND EQUITY (aka
CBBE) is a model by Kevin Lane Keller that
provides a unique point of view on what the brand
equity is, and how it should be built, measured,
and managed.
C
CUSTOMER-BASED BRAND EQUITY

CBBE depends on 3 main factors:

1. The initial choices for the brand elements or

identities making up the brand;
2. The way the brand is integrated into the
supporting marketing campaign;
3. The associations indirectly transformed into
the brand by linking the brand to some other
entity (e.g. the company, country of origin, a
channel, of distribution or another brand).
C
CUSTOMER-BASED BRAND EQUITY

In short:

● What is brand equity?

● How should it be built?
● How should it be measured?
● How should it be managed?
D
DEMOGRAPHICS: Statistical data showing
variables within a population, e.g. age, gender,
income level. Often used to guide research into
the market segmentation.
D
DESIGN STRATEGY: An outline of the design
decisions made to define a brand's aesthetic.
Used in brand creation and "policing", it ensures
consistent application of the identity across all
communication solutions.
D
DIFFERENTIATION: The distinct and unique
characteristics that differentiate a brand from its
competitors within the same category to give it a
competitive advantage.
E
EMOTIONAL BRANDING: The process of
building brand value by creating an emotional
connection between the intended consumer and
the product or service.
F
FAMILY BRAND: A brand that has been
extended to a family of offerings. Often shown
through a visual relationship between the
separate identities.
M
MARKET SEGMENTATION: A strategy that
divides a broad market into subsets of
consumers with common needs and priorities.
M
MARKET SHARE: The total number of sold
units of a specific product expressed as a
percentage of the total number of units sold by all
competitors in a given market.
N
NICHE MARKETING: Considering and fulfilling
the needs, wishes, and expectations of small,
defined groups of consumers.
P
PARENT BRAND: A brand that acts as an
endorsement to one or more sub-brands within a
range.
P
PENETRATION: A growth strategy in which a
company concentrates efforts in its target
market to increase market share or enhance its
competitive advantage.
P
POINT-OF-SALE: A marketing display that
presents a product to consumers with additional
information about the offer, such as an
explanation of the product’s benefits. Also, know
as point-of-purchase.
P
PREMIUM BRAND: A brand that is known to
hold greater brand value than its competitors.
P
PSYCHOGRAPHICS: A market segmentation
process that creates groups of customers
according to their lifestyle, social class, and
personality. Used to explore patterns of
purchasing.
P
THE PRODUCT is at the heart of Brand Equity
because it is the primary influence on what
consumers experience with a brand, what they
hear about a brand from others, and what a firm
can tell customers about a brand in its
communication efforts.
 QUALITATIVE RESEARCH is a method of

Q gathering information about consumers’

preferences, beliefs, and emotions. It is
performed through group interactions and
discussions. It helps you find insights that don’t
require statistical accuracy.
 QUANTITATIVE RESEARCH is often a survey

Q conducted with a large enough sample to

determine the importance of different customer
needs, current products and customer
satisfaction levels, probability of repurchase, and
product preferences.
R
REBRANDING: The revision of a brand’s
communication to refocus or update an identity
in response to internal or external forces such as
new market entrants.
T
TARGET AUDIENCE: A specified demographic
group that the brand is trying to approach. It
often involves statistical aspects of consumers,
such as gender, ethnicity, income, qualification,
and marital status, but it can also include
psychographic, behavioral, and geographical
information.
V
VISUAL IDENTITY: The total of the brand's
visual aesthetics, including logos, logotypes,
symbols, colors, etc.
V
BAIBA MATISONE is a brand strategist who
helps to connect brands to culture and get people
to share their fears, hopes and dreams.

https://www.linkedin.com/in/baiba-matisone/
 SOURCES:

!
Keller, K. L., Aperia, T., Georgson, M., Strategic
Brand Management . England: Pearson Education
Limited

Butterfield, L., Excellence in Advertising. England:

Butterworth-Heinemann

Slade-Brooking, C., Creating a Brand Identity.

London: Laurence Kind Publishing Ltd