| Brand Glossary |  |
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| Brand
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| A noun. A proper noun that is attached to an individual, a firm, a
product or a service. Any proper noun may be a brand. Any individual or
firm is a brand. A successful brand offers differentiating values for
buyer appreciation. |
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| | Branding |
| Successful branding differentiates the singular brand from all others.
It makes the buyer believe that there is no firm, product or service
quite like yours. Branding is important for buyer decision-making, as
it provides a short cut to identifying professional services with high
value. The more distinctive the brand, the less likely a client will
accept a substitute. |
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| | Brand Audit |
| A specific examination of all aspects of the firm's brand. |
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| | Brand Equity |
| The accrued value of a brand, developed over a period of time, that
creates a positive brand image, drives demand, and modifies client
attitudes toward the brand. |
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| | Brand Extension |
| Taking the equity of an existing brand and attaching it to a new product or service. |
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| | Brand Identity |
| All of the visual elements that are used by an observer to recognize
a brand (stationery, signage, logotype, mark, service, and packaging). |
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| | Brand Manager |
| The one person in the organization who accepts total responsibility for the management of the brand. |
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| | Brand Position |
| The entire collection of thoughts a client has in his or her mind about
a professional services firm, service or product learned through
contact, experience and communication. This includes the distinguishing
"human" characteristics of a brand personality (e.g., engaging and
friendly, big and dependable). It is a comparative concept as to how
one brand is perceived relative to others that may be considered. |
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| | Brand Promise |
| The spoken or unspoken expression of the continuing, important and
specific benefits clients connect with a firm, service or product. |
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| | Brand Strategy |
| The plan for the use of the brand as part of a strategic or marketing plan of a firm. |
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