| Brand
Architecture | structured categorization and localization
of brand name nomenclature for products and services to enhance
customer awareness, recall, and adoption |
|
Brand
Equity | power of a brand to influence tangible assets
(ex. invoking customer purchases) and intangible resources
(ex. shift favorable customer behavior via positive marcom
imagery)
|
| Brand
Essence | coalescing brand's external consistency and internal
coherence, rationale for brand existence, invitation to adopt
brand as a trust mark, nucleus of marcom activities |
| Brand
Extension | extension of products, services, or corporate
governance persona derived from public reputation or perception
of existing brand, thereby leveraging customer brand awareness
and adoption in different market segments or industries |
|
Brand
Identity | visible and implied elements identifying brand
perception, behavior, and performance including name, logotype,
abstract symbol, font typeface, color, product & service
offerings, corporate governance, packaging, fragrance, country
of origin, etc.
|
|
Brand
Image | customer's subjective opinions and objective assessments
concerning a company, product, or service developed through
persuasive marcom or personal experience
|
|
Brand
Promise | implied or explicit statement of enduring, relevant,
and distinctive benefits bestowed by a customer onto a product,
service, or company
|
|
Brand
Strategy | long-term business vision, executables, and
metrics for building a brand audience, related customer expectations,
and projecting resilient brand experience
|
| Brand
Transcreation | structured methodology to transliterate
and transform brand assets (name, logotype, tagline) from one
socio-linguistic group to another, balancing localized nuance
on style, literature, politics, culture, ethnicity, and history |
| Brand
Touchpoints | strategy to optimize opportunity
in strengthening brand and communicate about its essence |
| Brand
Value | economic and financial model incorporating estimated
present value and perceived future value of a brand in monetary
units |
| - |
| Communications
Audit | review and examination of a company's visual design,
verbal communications, and corporate governance practices |
|
Communications
Plan | long-term business vision, executables, and metrics
for building a company's communication objectives executed
by prescribed message / media / channel vehicles
|
|
Corporate
Identity | visible and implied elements identifying a
company including
name, logotype, abstract symbol, font typeface, color, product
& service offerings, corporate governance, country of
origin, manufacturing locale, workforce composition, 3rd-party
partners & suppliers, etc.
|
|
Corporate
Image | public perception of a company based on corporate
marcom, personal experiences, or corporate governance reputation
|
|
Corporate
Governance | communicative manner, style, and management
of a corporation influencing public reputation, employee morale,
and stake-holders' confidence
|
|
Corporate
Mission | corporation's explicit statement on its core
business values, social responsibilities, and corporate governance
executables
|
|
Culture
and Style | distinctive and differentiating attributes
imparting competitive advantages upon corporate values, beliefs,
and organizational traits
|
| - |
| Employee
Branding | subset of global brand management and public
relations, structured corporate communication methodology via
electronic forum, print media, and event management medium to
empower corporate employees in preserving and propagating reputation
of corporate governance, products, and services to general public |
| Ethnic
Branding | visible and implied elements
identifying a global brand to particular international market,
domestic ethnic diaspora, or regional socio-linguistic group
balancing localized inclinations for style, symbolism, and affectation
|
| Event
Management | coordinated business activities at corporate
- academic - research venue for marketing presentation, public
relations, corporate communication liaison |
| - |
| Global
Brand Management | planned methodology of formulating corporate-wide
brand architecture (ex. naming, nomenclature) and brand assets
(ex, marcom, strategy, positioning statement) to nurture and
align with customer expectations |
| - |
|
Image
Attributes | distinctive, differentiating, and compelling
attributes defining a brand's personality, tone, and charisma
|
|
Image
Criteria | designated objective of imparting personality
attributes to a brand or company via naming nomenclature,
packaging, online websites, event management, etc.
|
| Information
Architecture | structured layout of website's graphical
and content assets, incorporating creative disciples of user
interface design, human factors, human computing interface,
site usability, site globalization and localization |
| - |
|
Logo
| unique logotype or symbol formally identifying a brand or
corporation
|
|
Logotype
| differentiating stylized letterforms formally identifying
a brand or corporation
|
| - |
|
Marcom
| abbreviation for marketing communication : structured messaging
to set customer expectations, audience priorities, and major
content points
|
| Marcom
Cognition | priority marcom events processed by average
customer, sequenced from interpreting visual imagery, color
disposition, to reading content |
| - |
|
Name
Generation | creative development of product or service
brand nomenclature emphasizing specific imagery, functional
criteria, and localized socio-linguistic prerogatives
|
| Naming
Linguistic Research | planned methodology of company, product,
or service naming conforming to localized socio-linguistic affinities
of targeted local country, region, or ethnic grouping |
|
Naming
| creative discipline of formulating appropriate words, aligned
with localized socio-linguistic prerogatives, to identify
a company, product, or service
|
|
Nomenclature
System | naming methodology for associating parent company
and subsidiaries, or products and services offerings within
a common brand
|
| - |
| Online
Branding | subset of global brand management concentrating
exclusively on Internet website design as unique and differentiating
channel for brand awareness, revenue generation, brand extension
offerings |
| - |
|
Positioning
Statement | strategy to subdivide saturated markets to
create new opportunities, structured marcom incorporating
a company's brand proposition, range of products and services,
corporate governance, lifestyle enhancement, social mobility,
global citizenry, etc.
|
| - |
|
Sensory
Branding | utilizing sensory stimuli (sound, scent, touch,
sight) to enhance and reinforce customer's brand experience
|
|
Symbol
| differentiating geometric pattern formally identifying
a brand or corporation via engagement of customer intelligence,
imagination, emotion, and other learning modes
|
| - |
| Tagline
| localized socio-linguistic word, words, or phrase serving
as slogan, clarifier, mantra, corporate mission statement, core
principle generating public interest for overall brand strategy |
| - |
|
Visual
Communications System | identification method for cohesive
online and traditional brand presence via
structured imageries including company's name, logotype, color
palette, font typeface, secondary typography, lifestyle graphical
assets, etc.
|
|
Visual
Interface Design | comprehensive website strategy incorporating
online branding and information architecture to consolidate
an unique and differentiating online channel for information
retrieval, e-commerce activities, community participation,
etc.
|
