THE LEXICON OF BRANDING In recent years, as brands and branding have commanded more attention, marketing researchers, consultants, and academicians have created a complete vocabulary to describe various aspects of a brands makeup. Heres a brief glossary. The brand “equity” - The total accumulated value or worth of a brand; the tangible and intangible assets that the brand contributes to its corporate parent, both financially and in terms of selling leverage. The brand “identity” - Part of the brands overall equity; the total perception of a brand in the marketplace, driven mostly by its positioning and personality. The brand “positioning” - What a brand stands for in the minds of customers and prospects, relative to its competition, in terms of benefits and promises. The brand “personality”- The outward “face” of a brand; its tonal characteristics most closely associated with human traits. The brand “essence” - The core of distillation of the brand identity. The brand “character”- Having to do with the internal constitution of the brand, how its see in terms of its integrity, honesty, and trustworthiness. The brand “soul” - Related to the brand character, defined as the values and emotional core of the brand. The brand, “culture”- The system of values that surround a brand much like the cultural aspects of a people or a country. The brand “image” - Generally synonymous with either the brands strategic personality or its reputation as a whole.
Posted on: Sat, 10 Jan 2015 07:13:56 +0000
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