Created by: Sarah Marks
Number of Blossarys: 1
English (EN)- There are no other language terms for this blossary.
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The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings ...
The customer’s net “out-take” from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for ...
A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence.“Value” has different interpretations: from a marketing ...
The means by which a brand is created in the mind of a stakeholder. Some experiences are controlled such as retail environments, advertising, products/services, websites, etc. Some are uncontrolled ...
How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and ...
Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.
Incapable of being touched. Intangible assets include: trademarks, copyrights, patents, design rights, proprietary expertise, databases, etc. Intangible brand attributes include: brand names, logos, ...
