Branding definitions

Network effects

Brands becomes more valuable as more users, partners, or stakeholders engage with it.

PoPs

Shared associations with competitors that allow the brand to enter the competitive set

PoDs

Unique associations that make the brand better or different

Brand perfomance

How well the brand delivers functional benefits like quality, reliability or usefulness

Brand salience

How easily consumers recognize or recall the brand

Brand meaning

What consumers associate with the brand - both functional and emotional

Brand imagery

The symbolic or emotional side of a brand - its personality, lifestyle, or values

Brand judgement

what consumers think about the brand’s quality and trustwhorty

Brand feelings

The emotional reactions consumers have about the brand - like fun, security or pride

Brand response

The combination of judgements and feelings people have about the brand

Brand resonance

A deep psychological bond and active relationship between consumers and brand

Brand love

A strong emotional bond with a brand - like passion, identity and loyalty

Distinctiveness

How easy it is to recognize the brand based on its unique assets (like logo or color)

Authentic brand activism

When a brand supports a cause and aligns its words with real actions

Woke washing

When a brand talks about social causes but doesn’t follow through in practice

Crowdculture

Online communities that create and spread their own content and values

Corrective CSR

CSR that fixes harm by changing how the company operates (reducing pollution)

Compensating CSR

CSR that tries to make up for harm, without changing how the company operates (donating to a charity)

Cultivating Goodwill CSR

CSR that supports good causes unrelated to the company’s harm or products

Commonality

When different ads share the same look and message

Complementarity

When different ads or tools say different things, but all support the same core message

Brand elements

Trademarkeable features like names, logos, slogans or colors that make a brand memorable

Secondary brand associations

When a brand borrows meaning form other people, places, events or thinks (celebrity or country)

Branded House

one master brand used across many products (google)

House of brands

each product has its own brand, seperate from the company (unilever)

sub-brand

a smaller brand connected to a parent brand (marriott)

Program multiplier

How good the marketing program is - its quality, fit and message

Customer multiplier

how consumers react - based on competitor actions, loyalty and channels

Marketplace multiplier

how external conditions affect success - like economy or investor confidence

Memorability

easy to remember and recognize

meaningfulness

says something relevant about the brand or product

Likeability

pleasant to look at or say: emotionally appealing

Adaptability

Can change over time without losing meaning

protectability

can be legally protected from imitation

transferability

can work across products or cultures