Home Strategic Brand Positioning Branding Terminology

Branding/Brand Building – The multi-layered process of creating a unique and differentiated identity for a company, product or service.

Brand Development Process – The collaborative process by which a company and its agency determines how to best define, position and build its brand.

Brand Attributes – The emotional and rational qualities and characteristics that the brand possesses.

Brand Position – Where the brand is perceived in the mind of the target audience relative to their preferences, the competition and prevailing marketplace conditions.

Brand Personality – The characteristics and the essence of those characteristics that would describe the brand if the brand were a person.

Brand Equity – The value, both tangible and intangible, that a brand adds to a product or service.

Brand Awareness – The portion of the audience that recalls a brand (in both and positive and negative context).

Brand Loyalty – The degree to which a consumer consistently prefers or purchases the same brand within a category.

Brand Transference – The transfer of an existing brand’s equity (positive and negative) to a newly developed or newly acquired company, product or service.