A Glossary of Terms Used in Brand Management
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A glossary of terms used in Brand 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
Transcript of A Glossary of Terms Used in Brand Management
A glossary of terms used in Brand 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 ArchitectureThe 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 AttributesThe values that the customer can (ideally) associate with a brand
Brand EquityThe pool of goodwill that the brand has built - in the mind of the consumer and sometimes transferred onto the balance sheet
Brand EssenceThe 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 ExtensionUsing brand equity to take the brand into new product or service territories
Brand GuidelinesA 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 IdentityThe way a managed brand communicates, with the Business Logo Design at its heart
Brand LexiconA collective term used within an organisation to describe their brand management tools, typically Mission, Vision and Values
Brand PositioningThe deliberate management of brand attributes and characteristics, including product, services, pricing, communication and distribution, to create a distinctive appeal
Brand ValuesAll 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 Â
BrandingOr Brand Management. The active management of reputation to create permanent competitive advantage. Applied to all aspects of products, services and organisations Â
Corporate Brand ManagementActive management of corporate (communication) assets to ensure consistent activity around a common goal - as consistency creates trust and without trust a brand cannot exist. Often achieved with a Corporate Branding Consultancy
Corporate IdentityOr 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 Â
Corporate Identity AgencyAn organisation that has the resource to work with senior management to define the company Mission, to reflect this in Company Logo Design, corporate identity and the company naming and then to create internal alignment Â
EndorsementA 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. Â
MissionOr 'Mission Statement'. A definition of success created by management in consensus, creating a common and measurable ambition Â
Moments of TruthA phrase reported by Tom Peters to describe the moments when a brand has an interaction with its customer - and can therefore influence perception Â
PropositionThe offer to the customer Â
Strap LineOr tag-line. A carefully crafted public expression of the Mission that complements the Brand Naming and the Company IdentityÂ
Sub-BrandAs the name suggests, a derivative of a brand Â
VisionAll 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'. Â
Visual IdentityA sub-set of the corporate identity that deals with the 'look and feel' of a brand Â
WordmarkNaming a company to create a logo. The use of type alone to create a unique and recognisable logo Â
