An acronym is a short word that is formed by using the first letters (initials) of more than one word. It serves as an abbreviation (e.g. FIAT, taken from Fabbrica Italiana Automobili Torino).
The attitude to life defines what the brand is supposed to evoke in the stakeholders. In other words, it determines the goal and the effect of the communication.
Originally, the branding of goods was done with a burned-in, embossed, or printed mark that guaranteed the origin and quality of the product. Today, brands are the central identification symbol of companies and their range of products for internal and external target groups. They are anchored in the psyche of the consumers and are unmistakable images. Brands give the company a characteristic profile in comparison with the competition. Brands help target groups with orientation. In the process, a brand is always more than just a logo: it’s an experience that takes place at different touch points.
Brand awareness describes the portion of the target group that is aware of the brand. There are three different manifestations: top of mind (brand named first), active brand awareness (unprompted recall), and passive awareness (prompted recall).
Brand behavior describes how the brand is experienced by the different target groups in its dealings. In the process, the employees and their behavior towards customers play a central role.
The brand core summarizes the key characteristics of a brand in a simple form – usually in one sentence. The strongest brand cores are developed from the most fundamental customer needs (e.g. Volvo = safety; BMW = Sheer Driving Pleasure).
Brand design describes the systematic design of the brand’s appearance, whereby the uniform interaction of all visual design elements is in the foreground.
Brand drivers are the relevant expectations of the target groups that influence brand loyalty and the willingness to buy.
Brand elements are the basic elements created by its appearance. This includes name, logo, tag line, fonts, colors, images, typography, and layout.
The brand experience describes the experiences that are inextricably linked to a brand. The goal is to create a typical and consistent brand experience at all touch points for all target groups.
The brand framework concept consists of scenarios for the brand presence and presents them based on the most important touch points. In conclusion, the basic elements such as logo, colors, typography, and layout are specified and summarized in the form of documentation.
The brand identity is the sum of the brand characteristics that permanently differentiates it from other brands. It describes the total of all brand manifestations. The core is formed by the brand personality that is expressed in the appearance, communication, behavior, and corporate culture, as well as in the products and services.
Brand image is the subjective consciousness of a brand from the viewpoint of different target groups. It includes all emotional, verbal, and visual brand associations that are associated with the brand either due to experience or because of consumer attitudes, impressions, or opinions.
Brand licensing takes place when a brand owner gives a licensee the right to use the brand in exchange for a licensing fee.
The brand personality defines what the brand stands for on a long-term basis, how it wants to be perceived, and what characteristics are typical for it. It includes the brand core, the brand values, the attitude towards life, and the style elements.
The brand portfolio describes all brands owned by a company. Within the brand portfolio, the brand structure defines the allocation of brands to certain companies, ranges of products, and services.
Brand positioning determines what relevant and differentiated position a company wants to take in its competitive environment both today and in the future.
The brand program includes the detailing, definition, and documentation of the brand framework concept for the different applications and media.
A brand is protected when only the brand owner has the right to use the brand to label goods or services.
Brand repositioning is the conscious adjustment of the existing positioning of a brand to changing circumstances (e.g. the market or corporate strategy).
Brand revitalization describes the revival or modernization – and the repositioning that is often associated with it – of a brand. Starting point for revitalization is usually a SWOT analysis of the status quo.
The brand strategy determines the long-term principles of the brand. It is derived from the corporate strategy and contributes to achieving the corporate objectives. Brand strategy is divided into brand structure, brand positioning, and brand personality.
The brand structure is defined by how a company structures, designates, and names the brand ratios within its brand portfolio. The brand structure is derived from corporate strategy. In doing so, various forms of structuring are available: corporate brands, umbrella brands, competence brands, monobrands, or hybrids.
Based on the brand core, the attitude to life, and the core values, the characteristic style is created for the brand personality. Through the use of only a few attributes, it describes how the brand personality is expressed in all actions and activities.
Brand topics determine what the brand will talk about. Based on and derived from the brand core, the brand defines the relevant and differentiating issues that will be consistently communicated. They react dynamically to the market and its needs.
The brand values describe the typical characteristics of a brand. They serve as a point of reference to measure the behavior and performance of the brand.
Branding describes the strategy, creation, and management of brands. The result of branding can be experienced throughout the internal and external touch points.
Co-branding describes a joint service offered by two or more brands that otherwise have an independent presence. This mutual image transfer has a positive effect on the marketing of the joint service.
The company brand stands for a company or corporation with all its services and products (e.g. UBS). In the process, all services are represented under the company brand.
A competence brand structure exists when a company owns several brands that all have their own brand identity, but which always refer to the competence brand. The connection is either visual or verbal and is brought about by using the company logo, for example, as a competence reference (e.g. Schwarzkopf).
The corporate brand represents the values, services, and product range of a corporation. It is at the forefront of the respective brand structure. It is normal for additional company brands to be derived from the corporate brand.
Corporate sound or brand acoustics describes the composition of a typical brand sound world or sound identity. As an acoustic interpretation, it strengthens the recognition value and the emotional attachment to the brand.
Corporate strategy is derived from the vision of the mission statement of a company and demonstrates with which forms of behavior the medium-term and (primarily) long-term corporate goals are to be reached. It serves as a basis and starting point for the development of brand strategies.
Brand-based customer loyalty is targeted at the long-term loyalty to the brand and its products and/or services. This can be controlled and increased in the form of brand-based customer loyalty programs (e.g. with attractive discounts).
Employer branding is the strategic and long-term positioning of a company as an employer – towards both potential and existing employees. The employer brand is based on the same values as the company brand, but is directed towards the job market and the appropriate target groups.
The EVP (Employer Value Proposition) is the employer promise to potential and existing employees. As the communicative essence of employer positioning, the EVP can be used as a slogan in the job market presence.
The Brander is a publication of the Branders Group
Branders is a specialized consulting agency for branding. We provide a full range of integrated brand consulting and creative services to help our clients create, build and revitalize their brands.
The Brander is a publication of the Branders Group