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2.07 Vocabulary

TermDefinitionHow is it used in marketing
brand champion the person in a business who is responsible for making the brand come alive and for sustaining it; usually the business owner, president, or CEO
brand cues elements that remind customers of brands and their values
brand identity those elements that are instantly recognized as representing a particular business or product
brand name that part of brand identity that can be spoken, including words, phrases, letters, numbers, or any combination of these
brand personality How your brand would behave or a detailed personal profile of your business in order to create and maintain an emotional connection with your customers
brand promise a business's agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values
brand symbol a business's distinctive logo, design, or group of letters that cannot be spoken but are used to establish brand identity, often used in conjunction with a brand name
core values brand values. beliefs or qualities that a brand stands for and is built around
mission statement a brief summary of what a business owner wants a business to be doing
touch points all the opportunities which businesses have to connect with customers and reinforce their brand value
trademark legal method for protecting brands from misuse externally; represented by the registration mark, TM trademark
US Patent and Trademark Office Office of the federal government responsible for issuing, administering, and enforcing U.S. patents and trademarks
vision statement A summary of what a business owner wants a business to become.
brand all the combined impressions and experiences associated with a particular company, good, or service
Created by: makayla.wallace
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