Brand Terminology Job Aid Assignment

Master Brand

A brand that is so dominant that customers think of it immediately when a product category is mentioned. Typically all corporate brands are master brands.

Parent Brand

A brand that was extended into more than one product category. Advantages of parent brands: less expense when launching new products, trust/assurance, marketing economies of scale.

Unique Value Proposition

A clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition

Brand Personality

A set of human characteristics that are attributed to a brand name. Example: fun, kind, old-fashioned, sophisticated, etc.

Brand Architecture (Brand Structure)

A system that organizes brands, products and services to help an audience access and relate to a brand. Four types of architecture include: Master brand, Brand/subbrand, Endorsed brand, and Separate brands.

Brand

An identifying symbol, mark, logo, name, word, and/or sentence that companies use to distinguish their product from others. It is also the source of a promise to a customer, and everything an organization does should be focused around delivering that promise.

Brand Positioning

Anything consumers associate with the brand in their minds within their competition. An important factor of success is how well, and how many, people know your brand.

Subbrand

Combined with a parent or corporate brand. Makes the parents brand more vital and relevant to new customers or product category.

Brand Portfolio

Encompasses all the brands offered by a single firm for sale to cater the needs of different groups of people. For example, Darden restaurant group manages Red Lobster, Olive Garden, Longhorn Steakhouse, etc.

Brand Extension

Extending an existing brand name to new product categories. The goal is to broaden and clarify the meaning of the brand. Example, Crayola creating markers and pens.

Brand Plan

Focuses primarily on improving brand equity components, brand awareness, loyalty, value, etc.

Brand Archetype

Identifies the motivation that underlies the brand's view of the world and its behavior. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity.

Endorsed Brand

Primary name a consumer uses to refer to a product. It is endorsed by the parent or corporate brand. Example, Shoebox being a small division of Hallmark.

Private Label

Products are those manufactured by one company for sale under another company's brand. Can be large, national brands or smaller manufactures that focuses on creating store brands for others.

Marketing Plan

Request for funds in return for incremental revenues, unit sales, market sales, or profits. It outlines an advertising strategy that an organization will implement to generate leads and reach its target market.

Corporate Brand

The brand that represents the whole company, always the highest in a brand hierarchy. Examples: Ford, IBM, General Motors.

Brand DNA

The essence of your identity as a business. Brand DNA includes core values, competencies, and passions.

Trade Dress

The image and overall appearance of a product. Example, Coca-Cola bottle shape.

Brand Image

The overall impression in consumers' mind that is formed from all sources.

Brand Essence

The single intangible attribute that differentiates the brand from competitive brands as perceived by the audience. Some examples include - Nike: Authentic Athletic Performance, Disney World: Magical Fun

Brand Identity

The visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.

Brand Promise

Value or experience a company's customers can expect to receive every single time they interact with that company. A brand promise must address important consumer needs, leverage strengths, manifest itself in the company's product/service.

Brand Associations

When company traits are rooted in customers' minds. These associations could be symbolic or personified, and builds value and equity for a company brand. It ultimately makes consumers aware of brand quality.

Brand Equity

describes the level of sway a brand name has in the minds of consumers, and the value of having a brand that is identifiable and well thought of. This value can be measured as economic value of the brand asset, price premium, consumer loyalty, etc.