3Ps – Process, Purpose, and Precept. The 3Ps are Stealing Share’s means for developing brand positions for market research.
Actionable – Measurable, tangible results.
Anthropology – Human culture and development (See Brand Anthropology).
Area of Influence – The area covered by a brand in terms of reach to consumers. Market niche fulfilled by brand and brand message.
Awareness – The measure of how many people know a brand exists.
Axes – A visual representation of where brand opportunity lies.
Brand – Representation of consumer perception of and feeling toward a product/service.
Brand Anthropology – The science of understanding preferences and purchasing decisions through the analytical and scientific study of human behavior.
Brand Association – To what the brand can be linked, mental connection to and recall of brand.
Brand Audit – Stealing Share’s brand report card that grades the brand in several categories in order evaluate the brand’s overall efficiency.
Brand Charter – An organization’s brand constitution. The document that defines, justifies and appropriates the brand.
Brand Committee – A group of individuals who monitor the brand as it is implemented from the Brand Charter (See Brand Steward).
Brand Consistency – The ability of the brand to remain consistent throughout all brand usage.
Brand Development – The methodical evaluation, construction and continued monitoring of brand.