Brand Dictionary “B” (part 3)
Brand Police
BRANDMARK
An icon, avatar, wordmark, or other symbol for a brand; a trademark.
BRAND METRICS
Measurements for monitoring changes in brand equity.
BRAND NAME
The verbal or written component of a brand icon; the name of a product, service, experience, or organization.
BRAND PERSONALITY
The character of a brand as defined in human terms, for example, Virgin = irreverent, or Chanel = refined.
BRAND POLICE
Manager or team responsible for strict compliance with the guidelines in the brand manual.
BRAND PORTFOLIO
A suite of related brands; a collection of brands owned by one company.
BRAND PUSHBACK
Marketplace resistance to brand messages or brand extensions, often leading to changes in brand strategy.
BRAND STEWARD
The person responsible for developing and protecting a brand.
BRAND STORY
The articulation of a brand as a narrative; a coherent set of messages that articulate the meaning of a brand.
BRAND STRATEGY
A plan for the systematic development of a brand in order to meet business objectives.
BRAND VALUATION
The process of measuring the monetary equity of a brand.
BUZZ
The current public opinion about a product, service, experience or organization. (see The Anatomy of Buzz, Emanuel Rosen)
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