1. A brand’s unique verbal characteristics as expressed in the personality and style of its nomenclature and language.

1. The roster of brands owned and/or managed by a particular entity.

1. The process of re-energizing a moribund brand.

1. The distinct niche that a brand occupies in a competitive environment.

1. The unique culture created by a brand’s founders, employees, partners, customers, and neighboring brands.

1. The process of synchronizing the different elements of a brand.

1. A variation of an existing brand, typically offering a somewhat different benefit or targeting a somewhat different audience.

1. The core appeal of a brand.

Example | Illustration:

• The brand essence of Volvo is safety.

1. The space in which a brand is featured.

1. A commercial expression of culture.