 |
| BACKSTORY: |
| the story behind a brand, such as its origin, the meaning of its name, or the underpinnings of its authenticity or charisma. |
| BENEFIT: |
| a perceived advantage derived from a product, service, feature or attribute. |
| BHAG: |
| a "Big, Hairy, Audacious Goal" designed to focus an organization. |
| BOTTOM-UP MARKETING: |
| custom-driven marketing, as opposed to top-down or management-driven marketing. |
| BRAND: |
| a person's perception of a product, service, experience or organization; the art and science of brand building. |
| BRAND AGENCY: |
| a strategic firm that provides or manages a variety of brand-building services across a range of media. |
| BRAND ALIGNMENT: |
| the practice of linking brand strategy to consumer touchpoints. |
| BRAND AMBASSADOR: |
| anyone who promotes the brand through interactions with customers, prospects, partners or the media; ideally, every company employee. |
| BRAND ARCHITECTURE: |
| a hierarchy of related brands, often beginning with a master brand, describing its relationship to subbrands and co-brands; a brand family tree. |
| BRAND ARTICULATION: |
| a precise description of a brand that enables members of the brand community to collaborate; the brand story. |
| BRAND ASSET: |
| any aspect of a brand that has strategic value, which may include brand associations, brand attributes, brand awareness or brand loyalty. |
| BRAND ATTRIBUTE: |
| a distinctive feature of a product, service, company or brand. |
| BRAND AUDIT: |
| a formal assessment of a brand's strengths and weaknesses across all of its touchpoints. |
| BRAND CHAMPION: |
| anyone who evangelizes or protects a brand; a brand steward. |
| BRAND COMMUNITY: |
| the network of people who contribute to building a brand, including internal departments, external firms, industry partners, customers, users and the media. |
| BRAND CONSULTANT: |
| an external adviser who contributes to the brand building process, often in a strategic or advisory role. |
| BRAND COUNCIL: |
| a committee formed to assess and guide a company's brand-building process; sometimes called a creative council. |
| BRAND DESIGNER: |
| any person who helps shape a brand, including graphic designers, strategists, marketing directors, researchers, advertising planners, web developers, public relations specialists, copywriters and others. |
| BRAND EARNINGS: |
| the share of a business's cash-flow that can be attributed to the brand alone. |
| BRAND EQUITY: |
| the accumulated value of a company's brand assets, both financially and strategically; the overall market strength of the brand. |
| BRAND ESSENCE: |
| the distillation of a brand's promise into the simplest possible terms. |
| BRAND EXPERIENCE: |
| all the interactions people have with a product, service, or organization; the raw material of a brand. |
| BRAND GAP: |
| the gulf between business strategy and customer experience. |
| BRANDED HOUSE: |
| a company in which the dominant brand name is the company name, such as Mercedes-Benz; also called a "homogeneous brand" or a "monolithic." |
| BRAND IDENTITY: |
| the outward expression of a brand, including its name, trademark, communications, and visual appearance. |
| BRAND IMAGE: |
| a customer's mental picture of a product, service or organization. |
| BRANDING: |
| any effort or program to build a brand; the process of brand building. |
| BRAND LOYALTY: |
| the strength of preference for a brand compared to competing brands, sometimes measured in repeat purchases. |
| BRAND MANAGER: |
| an obsolescent term for a person responsible for tactical issues facing a brand or brand family, such as pricing, promotion, distribution, and advertising; a product manager. |
| BRAND MANUAL: |
| a document that articulates the parameters of the brand for members of the brand community; a standardized set of brand-building tools. |
| BRANDMARK: |
| an icon, avatar, wordmark or other symbol for a brand; a trademark. |
| BRAND METRICS: |
| measurements for monitoring changes in brand equity. |
| BRAND NAME: |
| the verbal or written component of a brand icon; the name of a product, service, experience, or organization. |
| BRAND PERSONALITY: |
| the character of a brand as defined in human terms, such as Virgin = irreverent, or Chanel = refined. |
| BRAND POLICE: |
| manager or team responsible for strict compliance with the guidelines in the brand manual. |
| BRAND PORTFOLIO: |
| a suite of related brands; a collection of brands owned by one company. |
| BRAND PUSHBACK: |
| marketplace resistance to brand messages or brand extensions, often leading to changes in brand strategy. |
| BRAND STEWARD: |
| the person responsible for developing and protecting a brand. |
| BRAND STORY: |
| the articulation of a brand as a narrative; a coherent set of messages that articulate the meaning of a brand. |
| BRAND STRATEGY: |
| a plan for the systematic development of a brand in order to meet business objectives. |
| BRAND VALUATION: |
| the process of measuring the monetary equity of a brand. |
| BUZZ: |
| the current public opinion about a product, service, experience, or organization. |
|
 |
|
