Brands

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers

Legal term for a brand

Any label that carries meaning

A name and/or symbol that is directly used to sell products or services

Anything available in the market for use or consumption that may satisfy a need or want

The process of developing a brand such that the tangible elemnts like name and logo stand for something

Shorthand way of encapsulating what a product is and what it offers

A cluster of functional and emotional values that enables organisations to make a promise about a unique and welcomed experience

The most value piece of real estate in the world is the corner of someone's mind

A collection of perceptions held in the mind of the consumer

Brands offers a means of self-expression, whether this is in terms of who the customer wants to be (the desired self), who they strive to be (the ideal sel) or they think they should be (the ought)

We choose brands when attributes match our self image

The sum of brand assets and liabilities associated with a brand, brand name and related symbols such as a logo which ass to or subtract from the value of a firm's offer. The capitalised value of profits that are driven by the brand name association seperate and distinct from thsoe driven by the product offered

The contribution of a brand's identity to sales or utility beyond the contribution of its objectively measured attributes (Wetzel et al., 2018, p.597) and marketing mix (Keller,1998)

The different preference and response to marketing effort that a product obtains because of its brand indentification comared with the preference and response that the same product would obtain if it did not have the brand identification (Keller, 1998)

Price Premium, Customer Satisfaction/Loyalty, Perceived Quality, Leadership/Popularity, Value, Brand Personality, Organisational Associations, Brand Awarenedd, Market Share, Market Price and Distribution Coverage

A chain of associations one records and stores in memeory and that can facilitae recall

Long-term plan for guiding a brand's development and growing brand equity

The organisational function that oversees brand strategy

Facilitate the relationship between branding and marketing and guide decisions about how best to leverage brand equity while protecting against cannibilisation and brand dilution

Encompasses the design and construction of brand identity, implementation of brand-orientated marketing programs, evaluation of brand performance and brand equity valuation and the design and management of brand portfolios

Benefits, Value Proposition, Positioning

Kotler defines brand positioning as the act of designing the company's offering and image to occupy a distinctive plce in the mind of a target market

User-orientated, Benefit-orientated, Competition-orientated, Price-driven

The reason why so something exists

Occurs when people are aware of a brand and its functional utility

Occurs when people feel emotional attachement to the brand

Occurs when people use the brand to symbolise their own self-identity

Occurs when brands contributes to societal needs and provide a bridge through which its customers also contribute

When brands contribute to an existential search for meaning as a sustainable legacy

Brand as organisation, Brand as offer, Brand as symbol, Brand as platform

A unique masterbrand name associated with all sub-brands and brand extensions

Sub-brands or products sit under a parent brand

A mixture of two or more brand architectures