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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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