More branding-related definitions
Intended Brand:
The brand that an organisation attempts to generate.
Brand Name:
The product or trading name that represents a brand.
Brand Expression:
Representation of a brand. Includes Brand Identity.
Brand Identity:
All visual devices/communication used to help form the brand and identify the company, product and/or brand to the audience.
Brand Personality:
Attributes of a brand in human terms.
Brand Promise:
The ultimate perceived benefit/s, often emotional, that the company states it and/or its product will deliver.
Brand Messages:
Information or benefits communicated (via branding) to help create, position, support or alter the brand.
Branding Experience:
A sensory interaction, directly and/or indirectly, with branding via the organisation behind the brand and/or through another party or influencer. NB: Not “Brand” Experience. A perception cannot be “experienced” by another party, but they can experience “branding”.
Brand Equity:
The market’s affinity with, or “ownership” of, a brand.
Brand Value:
The monetary value of a brand.
Brand Name Recognition:
The ability of a respondent to recognise a brand name. More broadly, the level to which the market recognises a brand name. Prompted recognition.
Brand Name Recollection:
The ability of a respondent to recall brand names when presented with a product or service category. Typically unprompted recollection.
Brand Orientation:
Orientation of the entire organisation towards alignment with the brand. An exception where the term refers to the organisation not the brand itself.