| Brand
Architecture | structured categorization and localization of brand name nomenclature
for products and services to enhance customer awareness, recall, and adoption |
| Brand
Awareness | customer ability to uniquely distinguish presence and reputation
of either a global brand, product brand, service brand from its competitors |
| 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 |
| Customer
Elements | visual interface design components incorporating user-interface
/ user-experience development, website information architecture, webpage schematics,
content strategies, localized usability findings, marcom affectation contingency |
| - |
| 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 |
| Enriched
Media | multimedia file format or electronic presentation scenario which
elicit user interactivity or insatiability via conducive animated graphics, font
typeface, localized marcom and/or technical content for seamless user adoption
and comprehension |
| 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
Affectation Contingency | a pre-planned method or strategy to accommodate
and/or eliminate negative customer experience or feedback from prescribe localized
market regions due to conflicts of perception or interests derived from online
web or print publication marcom promotional style, imageries, contents |
| 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. |
| Web
Metrics | set of analytical data derived from website traffic interlinked
to specific customer website navigation patterns, product & services purchases,
marcom adoption and abandonment rates |
