Brand Personality – The look and feel of the brand through the eyes of the consumer. What the brand wants to outwardly emit to the consumer.
Brand Planning – Processive steps toward Brand development and further brand implementation.
Brand Position – The mindset of the brand. Where the brand stands and what the brand believes in accordance to the consumer.
Brand Preference – The deliberate decision to choose one brand over another.
Brand Product Relationship – The tangible relationship between the brand and the product represented by the brand. The brand must make sense from the perspective of the product.
Brand Promise – The brand’s guarantee to fulfill a specific need for the consumer and for itself in an ever-changing market.
Brand Recall – Simple, immediate recognition and memory of a brand.
Brand Recognition – Similar to Brand Recall. The ability of a consumer to recognize a brand, know that it exists, and know that it is a purchasing alternative.
Brand Steward – An individual whose responsibility is to manage, monitor and adjust the brand according to the Brand Charter.
Brand Strategist – An individual dedicated to the development and analysis of brand and branding practices.
Brand Strategy – The plan of execution conducted for a brand in order to increase the brand’s market share and optimize brand functioning.
Brand Style Guide – The document defining the rules of the brand usage regarding language, printed materials, design, etc.