Branding Terminology

8/7/2019 Branding Terminology

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BRANDING TERMINOLOGY

PRODUCT AND

BRAND

MANAGEMENT


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1. BRAND : A brand is a mixture of attributes,tangible and intangible, symbolised in atrademark, which, if managed properly,creates value and influence.

2. BRAND ARCHITECTURE :There are threemain types of brand architecture system

MONOLITHIC : Where the corporatename is used on all products and servicesoffered by the company


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ENDORS

ED :

Where all sub-brands arelinked to the corporate brand by means of

either a verbal or visual endorsement

FREE STANDING : Where the corporatebrand operates merely as a holding

company, and each product or service is

individually branded for its target market.


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3. BRAND ASSOCIATIONS : The feelings,beliefs and knowledge that consumers haveabout brands. These associations are derived asa result of experiences and must be consistentwith the brand positioning and the basis ofdifferentiation

4. BRAND COMMITMENT : The degree of whicha customer is committed to a given brand in thatthey are likely to re-purchase in the future. Thelevel of commitment indicates the degree towhich a brands customer franchise is protectedfrom competitors


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5. BRAND EARNINGS : The share of a brand-owning businesss cash flow that can beattributed to the brand alone.

6. BRAND EQUITY : The sum of alldistinguishing qualities of a brand, drawn fromall relevant stakeholders, that results in personalcommitment to and demand for the brand; thesedifferentiating thoughts and feelings make thebrand valued and valuable


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7.BRAND ESSENCE : The brands promiseexpressed in the simplest, most single-minded

terms. For Example, Sumo- Safety, Burnol for

reducing burning effect. The most powerful

brand essences are rooted in a fundamental

customer need.

8. BRAND EXTENSION : Leveraging the values

of the brand to take the brand into new

markets/sectors.


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9. BRAND HARMONISATION : Ensuring that all

products in a particular brand range have aconsistent name, visual identity and ideally,positioning across a number of geographic orproduct service markets.

10.BRAND IDENTITY : The outward expression ofthe brand, including its name and visual

appearance. The brands identity is itsfundamental means of consumer recognition andsymbolizes the brands differentiation fromcompetitors.


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11. BRAND IMAGE :The customers 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 uninformedimpressions, attitudes and beliefs


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12. BRAND LICENSING : The leasing by abrand owner of the use of a brand to anothercompany. Usually a licensing fee or royalty ratewill be agreed for the use of the brand.

13. BRAND PERSONALITY : The attribution ofhuman personality traits( seriousness, warmth,

imagination, etc.) to a brand as a way to achievedifferentiation. Usually done through long termabove the traits inform brand behavior throughboth prepared communication/packaging, etc,and through the people who represent the brand-its employees


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14. BRAND POSITIONING : The distinctiveposition that a brand adopts in its competitive

environment to ensure that individuals in its

target market can tell the brand apart from

others. Positioning involves the careful

manipulation of every element of the marketingmix.

Branding Terminology

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