Adoption (Brand)
From an internal organizational perspective, brand adoption (also referred to as alignment or engagement) is about making sure the employees (and close stakeholders, such as franchise staff, call centers or intermediaries) of an organization completely understand the organization?s brand, and what it stands for ? and how it connects to their daily job responsibilities. Brand Adoption programs are undertaken with employees to make sure their activities on a day to day basis are contributing to a consistent customer experience based upon the attributes (see definition) of the brand.
Architecture (Brand)
A hierarchical system to organize and manage a portfolio of brands. Brand architecture typically delineates the relationship business units, products and services and their relative position to the parent or corporate brand. It involves developing Nomenclature Systems (see this term) and sometimes uses a Brand Decision Tree (see this term) to determine the function and role of Parent Brands, Endorsed Brands, and Stand Alone Brands (see definitions).
Associations (Brand)
The process of connecting a customer to one?s brand by associating one?s brand with the attributes of another entity which is valued by this customer.
Attributes (Brand)
The defining and distinctive qualities of a company or product (eg: Reliable, Safe, Friendly, etc.). Attributes are the building blocks of a positioning and the basis for audience specific messages (see definition).
Audience(s)
For our purposes, all the people or entities with whom a company wants to communicate: customers, employees, Wall Street analysts, stockbrokers, sales force, the press, boards of directors, and retailers, to name a few.
Awareness (Brand)
The degree to which various audiences notice that a brand exists.
Best Practices
These are case study analyses of competitive brands from one?s own industry or analogous branding situations from other industries. Relevant analyses provide company management with examples of how similar branding situations were successfully addressed and acted on.
Brand
A product, service or company that has been given characteristics and attributes, articulated as a Promise, which meaningfully differentiate it from others in its category thus making it proprietary or unique.
Branding
The business management and marketing process in which a brand promise is consistently articulated, developed and delivered.
Business-to-Business (B-to-B)
A company that markets its products or services to wholesalers, distributors or manufacturers rather than to end consumers (see this term).
Buy-in
A casual term for approval or support needed from an individual manager, group of managers, or other group necessary to move forward with a project within an organization.
Cash Cow
A business that has a significant and loyal customer base that does not require large investments to remain profitable. The goal of this type brand is to support other brands where significant investment is necessary to be profitable such as Strategic Brands, Linchpin Brands, and Silver Bullet Brands (see these terms).
Champion (Brand)
A senior level company manager part of whose responsibility is to lead and manage the development of a brand.
Channels
Also called Distribution Channels and/or Product or Service Networks. These are organizational sales mechanisms set in place by companies or industries to ultimately sell or broker products from manufacture to end consumers or business customers, e.g. websites, retail stores, telemarketing, stockbrokers.
Commodity
Products or services that are not represented by brands. Sometimes called generic products or services. These products and services can only compete on price, while brands can compete on value because of the intangible benefits a brand provides.
Competencies
A group of distinct and sometimes proprietary skills and technologies that enables a company to provide particular benefits to customers.
Competency Line
Sometimes just called a tagline. It izs used with a company name as a supportive statement. It reflects the Brand Positioning or provides a further key to understanding the company?s business. It is not the same as a slogan or a promotional copy line which often promote specific product or service benefits or attributes.
Competitive Audit
A comprehensive survey of all the various communications a company?s primary and perhaps secondary competitors use to tell their audiences about themselves and their products and services. It can also be more expansive to include analyses of competitors? positionings, offerings, industry viewpoints, and other dimensions. It?s done to uncover strengths in weaknesses about a company and to ascertain how competitors talk about themselves, what they talk about, and how they look doing it. The focus is on the implications of what competitors are doing for our client?s issues.
Corporate Identity
Once used to describe the wider character and values of a corporation, the rise and acceptance of the term ?Corporate Branding? has relegated this term to mean an integrated system of proprietary graphic (names, logotypes, wordmarks, symbols, colors, secondary graphic elements), verbal, and sometimes aural components designed to represent a company and distinguish it within its industry or industries.
Corporate Image
The combined total of all impressions, or experiences a person has with a product, service, or company. It reflects a person?s perception of a product, service, or company in their mind. It can often be measured through qualitative and quantitative consumer research undertaken to help reshape a corporate, product, or service identity.
Council (Brand)
A group of employees, and sometimes consultants, from representative parts of a company or organization brought together to address and manage brand(s) issues on a regional, national, or global basis.
Decision Tree
A strategic questionnaire managers use to help them decide where within a company?s brand collection a new product or service should fit.
Descriptor
A word or combination of words used in conjunction with a brand name to communicate an informational attribute, e.g., a product variant, a functional benefit, a target segment, about a specific offering.
Source: http://www.brandingbusiness.com/2011/09/a-d/
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