Brand Efficacy – Brand’s ability to produce the desired result.
Brand Equity – Brand’s value over other brands.
Brand Family – A group of brands under the same umbrella of development.
Brand Hierarchy – Similar to Brand Family. The use of brand to move customers up the value chain. i.e. BMW moves consumers from a lower priced model to higher priced models throughout the life of the customer.
Brand Identity – The way a brand presents itself to the consumer.
Brand Loyalty – Extended brand preference and deliberate decision to repeat purchase of the brand.
Brand Management – Keeping close records of how the brand is adhering to the Brand Charter. The process by which an organization’s brand is directed like any other business unit.
Brand Meaning – How the brand is defined in the mindset of the consumer.
Brand Message – The expression of the brand meaning to the consumer.
Brand Model – The processive organization of the brand.
Brand Mythology – The story behind the brand’s derivation and meaning.
Brand Permission – What the brand can and cannot do according to the implications of the Brand Charter.
