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English 4 > BRAND > Flashcards

BRAND Flashcards

(78 cards)

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1
Q

Backstory

A

The story behind a brand that helps establish the narrative, such as the
meaning of the name, the origin of the brand, or any element that lends
credibility. Think who, what, when, where, why or how.

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2
Q

Brand

A

A person’s perception of a product, service, experience, or organisation.
Contrary to popular belief, a logo, colour scheme, tagline, the product or
service itself, or what an organisation says it is, are typically not a brand.

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3
Q

Brand Agency

A

A strategic firm that provides or manages a variety of brand-building
services across a range of media.

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4
Q

Brand Alignment

A

The practice of linking brand strategy to customer touchpoints

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5
Q

Brand Ambassador

A

A person who promotes a brand during their interactions with other
people, whether they realize it or not. In an ideal world, every company
employee, customer, partner, etc., would be a brand ambassador

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6
Q

Brand APIs

A

Brand APIs are application program interfaces. They provide convenient
latch points for customers to grab onto brands and advance themselves
through the brand. The best APIs help convert customer initiative into
better brand content, context and value

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7
Q

Brand Architecture

A

A hierarchy of related brands, often beginning with a master brand,
describing the relationships to sub brands, co-brands, endorsed brands,
etc. Think of it as a brand family tree

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8
Q

Brand Asset

A

Any aspect of a brand that has strategic value, which may include brand
associations, brand attributes, brand awareness, or brand loyalty

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9
Q

Brand Attributes

A

A specific set of characteristics that identify the visual, verbal and
behavioural traits of the brand, much in the same manner that personality
attributes define the people we know.

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10
Q

Brand Audit

A

The assessment of a brand’s strengths and weaknesses across all of its
touchpoints

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11
Q

Brand Champion

A

Anyone who evangelizes or protects a brand and serves as a brand
steward.

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12
Q

Brand Character

A

Brand character is the backbone of a company. It consists of actionable
values and principles that enable a company to stand tall, and to stay
classy. Companies with brand character hold themselves to high standards
of performance and conduct. The character of the brand shapes the
behaviour of the business. Everyone from the CEO down is accountable.
This means accountability in action, not on paper. Brand character draws a
line that moral weakness cannot cross.

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13
Q

Brand Community

A

The network of people who contribute to building a brand, including
internal departments, external firms, industry partners, customers, users,
and the media.

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14
Q

Brand Consultant

A

An external advisor typically tasked with a strategic or advisory role in the
brand building process

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15
Q

Brand Designer

A

Any person who helps shape a brand, including graphic designers,
strategists, marketing directors, researchers, advertising planners, web
developers, public relations specialists, copywriters, and others

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16
Q

Brand Engagement

A

The process of forming an attachment between a person and a brand.

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17
Q

Brand Equity

A

The sum of all distinguishing qualities of a brand, drawn from all relevant
stakeholders, which results in personal commitment to and demand for the
brand; these differentiating thoughts and feelings make the brand valued
and valuable

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18
Q

Brand Essence

A

The distillation of a brand’s promise into the simplest possible terms

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19
Q

Brand Experience

A

All the interactions people have with a product, service or organisation
across all touchpoints. Think of this as the raw material of a brand

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20
Q

Brand Extension

A

Leveraging the values of the brand to take the brand into new
markets/sectors.

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21
Q

Brand
Harmonisation

A

Ensuring that all products in a particular brand range have a consistent
name, visual identity and, ideally, positioning across a number of
geographic or product/service markets

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22
Q

Brand Idea

A

The simple, differentiated, and relevant meaning you establish for your
brand. A brand idea is what a brand stands for in people’s minds.

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23
Q

Brand Identity

A

The most visible outward expression of a brand, including its name,
trademark, colours, shapes, typefaces, page treatments, and other visual
properties, that create a recognizable “face” for people to connect with

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24
Q

Brand Image

A

The mental associations, ideas, feelings and beliefs people think of when
they see or hear a brand.

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25
Brand Loyalty
The strength of preference for a brand compared to competing brands, often measured in repeat purchases, return visits, etc.
26
Brand Management
Practically this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands (see Service Brands), the tangibles are to do with the customer experience – the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people. Intangibles are therefore managed via the manipulation of identity, communication and people skills.
27
Brand Manager
Typically the person responsible for tactical issues involving a brand or brand family, such as pricing, promotion, distribution, and advertising. Can sometimes be synonymous with a product manager
28
Brand Manual
A document that articulates the parameters of the brand for members of the brand community; a standardized set of brand-building tools.
29
Brand Mission
The brand mission can be refined to a simple, three-part directive: Grow the customer, grow the brand, grow the business. That’s what brand builders do. Their job is to grow their customers beyond the reach of competitors
30
Brand Name
The verbal or written component of a brand icon. Can be the name of a product, service, experience, or organisation
31
Brand Objective
Brands have one objective: to create the customers that sustain the business. This is a dialectic of mutual growth, where brand and customer advance one another. The brand leads by illuminating a customer destination and a path to get there. It frames a compelling story, plots a course, meets adversity with superior values, and sustains the customer going forward, to be sustained by the customer in return. Brands that fail to create the journey and the reward are little more than cover art
32
Brand Personality
The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behaviour through both prepared communication/packaging, etc., and through the people who represent the brand – its employees
33
Brand Positioning
The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix
34
Brand Positioning Statement
A clear, concise, focused statement capturing the essence of a brand’s differentiation. (Compare with “Unique Selling Proposition”)
35
Brand Promise
Consumer expectations about what the brand will deliver. The experience — good or bad — one can expect from a brand. When an organisation defines its brand promise, it should be differentiated, relevant, credible and irreproducible. (Compare with “Brand Image.”)
36
Brand Signals
A complete brand identity scheme, including name, trademark, typography, colours, shapes, sound signatures, taglines, textures, scents, sounds, retail/office space, and other expressions of the brand experienced by others
37
Brand Steward
The person responsible for developing and protecting a brand
38
Brand Story
The narrative force that drives your brand. It’s the drama of past, present and future value that flows through you, and your products, to the customer. Brand stories are written by customers, in customer terms. A company’s identity and positioning will appear artificial and contrived if they are not supported by the (real) brand story
39
Brand Strategy
A plan for the systematic development of a brand in order to meet business objectives
40
Brand Touchpoints
Brand touchpoints are discrete brand/customer interactions that deliver (or co-create) value that is both unique to the brand, and strategic. (Brand touchpoints that are not strategic are merely brand gestures.) Brand touchpoints are more than process points. They are carefully crafted by brand developers in strategies to create customers beyond the reach of competitors, delivering value (experience) that competitors can’t match. The best touchpoints are transformative: they upgrade the identity of customers to new levels, so there’s no turning back to lesser or more prosaic modes of existence.
41
Brand Trust
Brands work for the customer and are paid in trust. Brand trust is earned; there’s no free lunch. Brands that slack get sacked.
42
Branded House
A company in which the dominant brand name is the company name, such as Mercedes-Benz. You might also hear these called a Homogeneous brand or a Monolithic brand.
43
Branding
The process of creating and evolving successful brands
44
Bricks and Mortar
A traditional organisation with a limited online presence as opposed to ‘Clicks and Mortar’
45
Cobranding
An arrangement between two or more companies where they agree to jointly display content and perform joint promotion using brand logos or brand advertisements. The aim is that the brands are strengthened if they are seen as complementary. This is a reciprocal arrangement, which can occur without payment.
46
Coined name
A brand name that’s been invented or made up — e.g., Kodak, Experian. The advantage of such names is that they are easier to trademark, and they can be given their own meaning
47
Customer experience
How the customer perceives and experiences his relationship with the organisation
48
Customer journey
Mapping out the total customer experience across all touchpoints between the customer and the organisation, from initial contact, through purchasing, after sales support, and hopefully onto renewal/repurchase. It maps the experience that: - you want to provide to the customer - the customer would like to receive
49
Descriptor
A term used with brand name to describe the category in which the brand competes, such as “whitening toothpaste” or “online bank”
50
Digital Brand
A digital brand is a brand identity used for a product or company online that differs from the traditional brand.
51
Driver brand
In a brand portfolio, the brand that drives a purchase decision, whether master brand, sub-brand, or endorser brand.
52
Earcon
A brief, distinctive sound used to represent a brand by audio.
53
Elevator Pitch
A one-sentence version of a brand’s purpose or market position, short enough to convey during a brief elevator ride. Think of this as your brand’s pickup line.
54
Employer Branding
Employer branding is the process of promoting a company, or an organisation, as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain
55
Emotional branding
Brand-building efforts that target a customer’s feelings through sensory experiences designed to build a memorable connection.
56
Endorser brand
A brand that promises satisfaction on behalf of a sub-brand or co-brand, usually in a secondary position to the brand being endorsed.
57
Eponym
Names created around fictional (or real) characters, such as Victoria’s Secret and Betty Crocker. Starbucks was derived from the name of a character in Herman Melville’s Moby Dick (the logo is a Melusine). In the financial industry, John Hancock is a good example
58
Evangelist
An advocate who sings the praises of a brand.
59
House of Brands
A company in which the dominant brand names are those of the products and services the company sells. Also referred to as a heterogeneous brand or pluralistic brand
60
Icon
The visual symbol of a brand, usually based on a differentiated market position; trademark.
61
Intangibles
Incapable of being touched. Intangible assets include: trademarks, copyrights, patents, design rights, proprietary expertise, databases, etc. Intangible brand attributes include: brand names, logos, graphics, colours, shapes and smells.
62
Intellectual Property
Intangible assets protected by patents and copyrights. Also, a legal discipline that specializes in the protection of brand assets, including brand names, trademarks, colours, shapes, sounds, and smells that can be registered with the federal government for protection
63
Internal Branding
An internal program to spread brand understanding through the use of standards manuals, orientation, sessions, workshops, critiques, and online training. Also known as cultivation.
64
Line Extension
The expansion of a brand family to include the addition of one or more sub brands to a master brand
65
Living Brand
A brand that grows, changes, and sustains itself and is most often influenced by customer interaction. In today’s day and age of social media, short attention spans, and touchpoints galore, all brands are living brands, whether they want to be or not.
66
Monolithic brand
The dominant brand in a brand architecture that includes sub brands. Also known as a parent brand
67
Masterbrand
A brand that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. Mercedes-Benz and BMW are both employed as master brands.
68
Parent Brand
A brand that acts as an endorsement to one or more sub brands within a range
69
Perception
An impression received through the senses. A building block of the customer experience and most often the driver of what a brand’s success
70
Positioning Statement
A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of a defined target audience.
71
Promise
A stated or implied pledge that creates customer expectations and employee responsibilities
72
Rebranding
When a brand owner revisits the brand with the purpose of updating or revising based on internal or external circumstances. Rebranding is often necessary following a merger, acquisition, or if the brand has outgrown its former identity
73
Repositioning
Communications activities to give an existing product a new position in customers’ minds and so expanding or otherwise altering its potential market. Many potentially valuable products lead an obscure existence because they were launched or positioned in an inadequate manner. It is almost always possible to enhance the value of such products by repositioning them
74
Store Brand
A private-label product that can typically be sold at lower prices or high margins than larger named brand competitors. Sometimes incorrectly called generic brands. Synonymous with a private-label brand
75
Sub brand
A secondary brand that builds on the association of master brand
76
Tone of Voice
Tone of voice isn’t what we say but how we say it. It’s the language we use, the way we construct sentences, the sound of our words and the personality we communicate. It is to writing, what logo, colour and typeface are to branding
77
Tribal Brand
A brand with a cult-like following such as Apple, Harley-Davidson, and LOST
78
Voice
The unique personality of a company that create the verbal dimensions of a brand personality, as expressed by its verbal and written communications

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