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23 Apr


Brand – A set of beliefs, values and assets associated with a product, service or organization—which, if managed properly, create value and influence behavior.

Brand Architecture – The defined configuration upon which branding endeavors and extensions are built. The architecture defines brand relationships; how organizational brands and sub-brands relate to each other.

Brand Audit – An assessment of all communication touch-point materials, ensuring they harmoniously support the core brand strategy.

Brand Equity – The monetary value of the brand as a corporate asset above and beyond the balance sheet.

Brand Essence – The distillation of the intrinsic brand characteristics into a succinct core concept.

Brand Extension – A new product or service that is related to an existing brand through its defined brand architecture.

Brand Identity – The outward manifestation of the brand, typically associated with the brand’s logo and identity system.

Brand Messaging Propositions – Defines the three or four key “messages” most relevant to the brand’s ideal customer model, based on both rational and emotional variables. The Brand Messaging Propositions are the building blocks for all organizational messaging.

Brand Guidelines – A single document containing all information necessary to understand, express, grow and manage the brand. The Guidelines typically consists of the Brand Platform, Brand Narrative, Brand Management Guidelines, and Brand Asset Examples.

Brand Narrative – aka Brand Story – Extends the Brand Platform (primarily the Brand Essence) into a positioning ‘narrative’ so it can be extended to many different audiences. The narrative seeks to communicate a unified brand position to multiple audiences who may be psychographically very different, whose understanding and usage of the brand may be very different, and who need to be addressed in very different ways. The ultimate goal is to achieve the same brand position among all audiences.

Brand Personality – The human characteristics and attributes describing the brand.

Brand Platform – The Brand Platform is the foundation upon which a brand strategy is built. It typically consists of the following elements: Values & Beliefs, Brand Positioning Statement, Brand Architecture, Brand Personality, Brand Promise and Brand Essence.

Brand Positioning Statement – A succinct statement or tagline, rooted in fundamental competitive advantages, that resonates with broad audiences, yet motivates and influences individuals on their own terms. The Brand Positioning Statement should answer: what does the brand do, who does it do it for, and why does the brand matter?

Brand Promise – A formal pledge, made by every internal stakeholder to every patron, which is delivered through every aspect of the business.

Brand Strategy – The formal plan for the systematic development of a brand to enable it to meet its business objectives. The strategy is rooted in fundamental research; the brand’s vision is driven by the principles of differentiation and sustained consumer appeal. The brand strategy will influence the total operation of a business to ensure consistent brand behaviors and brand experiences.

Brand Value Pyramid – Key messaging topics specific to the brand placed in a segmented pyramid structure.  The topics in the base of the pyramid are the Baseline Requirements to be in the brand category. The center of the pyramid contains the Functional and Emotional Benefits enabled by the Baseline Requirements. The top of the pyramid is the Emotional Connector to the brand. The Emotional Connector is typically very closely associated with the Brand Essence. This pyramid construct allows for contextualized brand messaging based upon the topics that are most important to the Primary Customer Model.

Brand Vales & Beliefs – A formal list of the principles, ideologies, doctrines and truths that drive a brand’s fundamental belief system.

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