Case Study: Fourwinds
 

Brand Knowledge


Branding Glossary

Brand
The sum of all the characteristics, tangible and intangible, that make the offer unique. A brand is a mixture of attributes, tangible, symbolized in a trademark, which if
managed properly, creates value and influence.
Branding
The process by which both a brand and brand identity are developed. The process of creating the associations that generate images and feelings about a brand. Associations are transmitted by way of signals. Brand is the process of creating signals that communicate to customers how your brand is different and relevant. Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.
Brand Ambassador
Anyone who promotes the value of the brand to its users. Ideall this would include every employee in the company, See brand alignment.
Brand Architecture
How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement; and freestanding, where the corporate operates merely as holding company, and each product or service is individually branded for its target market.
Brand Designers
people who help build a brand: graphic designers; web designers; strategists; researchers; web developers; PR specialists; copywriters; ect.
Brand Environment
The graphic system of identification as applied to three-dimensional physical space.
Brand Equity
The value of the brand in its holistic sense to its owners as a corporate asset. The power of a brand – through successful creation of a positive image – to shift demand and change customer behavior.
Brand Essence
The distillation of a brand's intrinsic characteristics into a succinct core concept.
Brand Extension
A new product or service that is related to an existing brand, but that offers a different
benefit and/or appeals to a different target segment.
Brand Harmonization
The synchronization of all elements of brand identity, across a line of products or services
and/or across geographic markets.
Brand Idea
The simple, differentiated, and relevant meaning you establish for your brand. A brand
idea is what a brand stands for in people's minds.
Brand Identity
The visible and tactile elements that can be used to identify a brand (name, logotype,
symbol, structure, product configuration, service offering and packaging).
Brand Identity Equities
The value of specific elements of identification (e.g., name, symbol or colors) to the
brands owners.
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 have 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 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 Vision: The brand's guiding insight into its world. Brand Mission: How the brand will act on its insight. Brand Values: The code by which it lives. The brand values act as a benchmark to measure behavior and performance. Brand Personality: The brand's personality traits (See also definition for Brand Personality). Brand Tone of Voice: How the brand speaks to its audiences.
Brand Positioning
The specific niche in which the brand defines itself as occupying in the competitive environment. Positioning addresses differentiating brand attributes, user benefits and target segments, singly or in combination.
Brand Promise
A statement of the enduring, relevant and distinctive benefits customers associate with a product, service or company.
Brand Revitalization
A major overhaul of a brand, starting with its positioning and proceeding through creative regeneration of the brand identity.
Brand Story
An articulate narrative that expresses the meaning of the brand.
Brand Strategy
A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experience.
Branding Signal
The actual expressions of a brand that generate feelings and opinions about it and create the experience of the brand. Anything that is an expression of the idea the brand is trying to convey is a branding signal. (1). The name of the brand, colors, taglines, music, and all marketing communications (2). Package design, product functionality and product design (3). Retail environment, on-line experiences, websites, customer care (4). The behavior of the people who work for the brand (5). The service a brand provides is a signal (6). Anything that makes you feel something about a brand
Brand Signature
Brand signature comprises logo and logotype. It is an unique and powerful integrated marketing tool to achieve consistent brand image. Brand signature is about true meaning, fulfillment, aspirations and purpose.
Business Strategy
The plan you have to sell a product or service. How your company makes money.
Brand Tagline
Brand tagline is generally short, often memorable phrases, and is used to express a corporate message for a certain period of time. It is claimed to be the most effective means of drawing attention to one or more aspects of a product. It is sometimes attached to a brand name or used separately in corporate advertising or marketing communication materials. Tagline has a specific font once it is defined and has to be used consistently.
CBO/Brand Manager
The one person in the organization who leads total responsibility for the management of the brand.
Co-Brand
Use of two or more strong brands in relation to a common offer. Typically, but not always, the brands are given equal emphasis. Examples: Chevron and McDonalds, Visa and Citibank.
Communications Audit
A formal examination of an organization's visual and verbal communications practices.
Communications Plan
Corporate Brand
The gestalt of the organization, including its philosophy and culture as well as its physical characteristics.
Corporate Identity
The visible elements (name, logotypes, symbols, signs, offices, factories, advertising, trucks, packaging, letterhead, business cards, etc.) which can be used to identify a company.
Corporate Image
Application of the term image to specific types of offers. The perception that people have of a company, based on a combination of various communications and personal experience.
Corporate Mission
Defines why the organization exists, its core values and intent, and serves to unite organizational behavior.
Culture and style
Distinctive attributes and competitive advantages relating to organizational beliefs, values and traits; how the organization behaves as it uniquely goes about its business.
Descriptor
A term used with a brand name to communicate an informational attribute (e.g., variant, function, occasion or target segment) about a special offer.
Enhanced Descriptor
An evocative word that may or may not be trademarked, but which differentiates the offer in a proprietary way.
Generic Descriptor
A simple, descriptive term with clear meaning, and which can be executed in regional languages.
Legal Protection: Trademark Use
There are various legal symbols that must be used correctly in order to protect our intellectual property right, including "TM" and "®".
Identity
Two meanings, both valid: 1) The sum of all the characteristics, tangible and intangible, that make the offer unique. 2) The elements of brand identification (e.g., the name, symbol and colors) by which an offer can be identified.
Image
Perceptions of the features, tangible and intangible, that characterize a brand.
Image Attributes
Help define the tone, manner, personality and style of a brand, often the differentiating factor between similar products and services.
Image Criteria
The desired 'personality' attributes of a company, product or service that guide name and design development.
Ingredient Brand
A strong brand that is used and promoted as a key part of a host brand.
Interactive Branding
Process of developing Web sites and other interactive products, including strategy development, structural design and graphic design.
Line Extension
A new variation of a product or service sharing the same essential characteristics as the parent, but offering a new benefit, such as flavor, size, package type, etc.
Message
The information (facts, strengths, culture/style and future direction) that is most relevant to priority audiences and serve as major content points for all communications.
Name Direction
Creative concepts and approaches that guide name generation.
Name Generation
Creative development of a comprehensive yet focused list of names that address specific image and functional criteria.
Naming
The strategic and creative discipline of developing the most appropriate word or words to identify an organization, product or service.
Nomenclature System
Method for associating divisions, subsidiaries, brands, etc. with the parent company.
Parent Brand
A strong brand that has the capacity to: 1) stand alone to represent a core product or service; 2) support allied products/services by sharing its brand identity, directly or through endorsement
Positioning Statement
A concise written statement of the positioning concept, conveying the essential features of the brand and its niche. Provides the underlying platform for communications, reflecting the company's/brand's value proposition. Address: (1). Definition – how the company defines its business or how the brand defines its competitive set; who we are and what we do; (2). Differentiation – what makes the company/brand special; how we do it; and (3). Deliverables – benefits delivered to its customers.
Product Brand
Two meanings, both valid: 1) The gestalt of the brand, including its emotional and cultural associations as well as its physical features. 2) The graphic system of identification as applied to a single product or service or family of products/services.
Sensory Branding
An emerging area of branding that relies on the use of sensory stimuli (scent, sound, touch, etc.) to develop a more tangible and memorable customer experience.
Service Brand
A brand representing a specific service or family of services.
Sub-Brand
A product or service that has a persona and brand values that separate it from the parent brand. A product or service that has its own brand identity, which is proprietary and can be trademarked.
Touchpoint
Any place where people come in contact with a brand, including product use, packaging, advertising, editorials, movies, store environments, company employees, and conversation.
Verbal Identity
The brand name and other verbal elements (e.g., descriptor or tag-line) of the brand signature.
Visual Communications System
A planned method of identification including the use of a company's name, logotype, color palette and secondary typography; a company's graphic "look and feel," applied to a wide cross-section of media to create a cohesive brand presence.
Visual Identity
The symbol, colors, formats and other visual elements of the brand signature. Source: Taiwan Design Center, A Booklet on Branding and Brand Design, Taiwan Design Center, Taipei, 1995