Definition | Meaning

1. The distinctive benefit associated with a brand by its customers.

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Etymology | Origin

Definition | Meaning

1. The human traits associated with a brand by its customers.

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Etymology | Origin

Definition | Meaning

1. The entire set of names associated with a given brand, including the names of any associated descriptors, features, benefits, etc., as well as the complete brand name itself.

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Etymology | Origin

Definition | Meaning

1. Any situation where a single brand name dominates its category.

Example | Illustration

• in the United States, the Jell-O brand name dominates the gelatin dessert category

Etymology | Origin

Definition | Meaning

1. The complete set of feelings and beliefs a customer has about a given brand.

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Etymology | Origin

Definition | Meaning

1. The totality of the elements which identify a brand, including its name, tagline, color scheme, logo, symbols, unique look-and-feel, etc.

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Etymology | Origin

Compare | See

• brand expression

Definition | Meaning

1. The outward expression of a brand identity.

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Etymology | Origin

Compare | See

• brand identity

Definition | Meaning

1. Any context or environment within which a given brand is typically experienced.

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Etymology | Origin

Definition | Meaning

1. A formal review of the consistency and effectiveness of a brand identity.

Example | Illustration

Etymology | Origin

Compare | See

• brand identity