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Brand:
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. (AMA, 2005)
Brand Equity:
The sum of all brand messages, brand contacts, brand associations, and brand networks that the consumer creates in his or her mind to manage information about the brand (Strategic Brand Communication Campaigns, 1999)
Brand Promise:
The brand promise is the expected emotional and functional benefits of experiencing an organizations products and services (Knapp, 1999)
Brand Asset Management:
A balanced investment approach for building the meaning of the brand, communicating it internally and externally, and leveraging it to increase brand profitability, brand asset value, and brand returns over time. (
Davis , 2002)
Brand Environmentalism:
Brand environmentalism means accepting the responsibility to protect your brand and present it in the best possible light whenever and wherever it may be found (Bedbury, 2002)
Nano Brands:
To move a brand into the deepest level imaginable within the consumer’s minds-eye. Through the application of strategic branding and flawless execution, the consumer shifts from causal to committed user. (Nissim, 2005)
Brand Loyalty:
The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category. 2. (consumer behavior definition) The degree to which a consumer consistently purchases the same brand within a product class. (AMA, 2005)
Brand Legacy:
A Brand Legacy begins from a point of origin (core idea) and considers historic message layering to derive a current perception as it pertains to your target audience. (Nissim, 2005)
Brand Portfolio:
The brand portfolio includes all of the brands managed by the organization, including the master brands, endorsers, subbrands, branded differentiators, co-brands, branded energizers, and corporate brands. (Aaker, 2004)
Iconic Brand:
An identity brand that approaches the identity value of a cultural icon. (Holt, 2004) |
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