Branding Terms: Brand Ambassador: A Satisfied Customer Who Voluntarily Recommends The
Branding Terms: Brand Ambassador: A Satisfied Customer Who Voluntarily Recommends The
Branding Terms: Brand Ambassador: A Satisfied Customer Who Voluntarily Recommends The
Brand Image: The customer's net "out-take" from the brand. For users this
is based on practical experience of the product or service concerned
(informed impressions) and how well this meets expectations; for non-users
it is based almost entirely upon uninformed impressions, attitudes and
beliefs.
Brand Licensing: The leasing by a brand owner of the use of a brand to
another company. Usually a licensing fee or royalty rate will be agreed for
the use of the brand.
Brand Management Practically this involves managing the tangible and
intangible aspects of the brand. For product brands the tangibles are the
product itself, the packaging, the price, etc. For service brands (see Service
Brands), the tangibles are to do with the customer experience - the retail
environment, interface with salespeople, overall satisfaction, etc. For
product, service and corporate brands, the intangibles are the same and
refer to the emotional connections derived as a result of experience, identity,
communication and people. Intangibles are therefore managed via the
manipulation of identity, communication and people skills.
Brand Mission See Brand Platform.
Brand Parity A measure of how similar or different, different brands in the
same category are perceived to be. Brand parity varies widely from one
category to another. It is high for petrol, for example: about 80% of
respondents (BBDO survey) see no real difference between brands. By
contrast, brand parity for cars is low: only about 25% of respondents say that
one make is much the same as another.
Brand Personality:
The attribution of human personality traits
(seriousness, warmth, imagination, etc.) to a brand as a way to achieve
differentiation. Usually done through long-term above-the-line advertising
and appropriate packaging and graphics. These traits inform brand behavior
through both prepared communication/packaging, etc., and through the
people who represent the brand - its employees.
Brand Platform The Brand Platform consists of the following elements:
Brand Values The code by which the brand lives. The brand values
act as a benchmark to measure behaviors and performance.
Page 3 of 4
Page 4 of 4