Brand Asset
Any aspect of a brand that has strategic value — e.g., visual symbols, slogans, sounds, photos, mascots, etc.
Brand Attributes
A specific set of characteristics that identify the visual, verbal and behavioral traits of the brand, much in the same manner that personality attributes define the people we know.
Brand Equity
The accumulated financial and strategic value of all associations and expectations (positive and negative) that people have of brand. Brand equity can be quantified four ways: 1) economic value of the brand and its assets, 2) the price premium that the brand commands, 3) the long term consumer loyalty the brand enjoys, or 4) the market share the brand gains through its reputation alone. Note: brand equity can be negative.
Brand Gap
The difference between the brand’s strategy and the actual experience.
