Glossary
The language of branding made simple � key concepts of branding brought to you by the experts at CattLeLogos.
| Brand Assets |
Any tangible or intangible aspect of your brand that contributes value to your company.
Brand Assets include things such as: trademarks, copyrights, brand guidelines, images, promotional materials, documents,
good will, and customer loyalty. |
| Brand Awareness |
A collection of perceptions in the mind of the consumer about a company and its products and services.
(from www.buildingbrands.com). |
| Brand Elements |
The individual graphic elements, fonts, and text that make up the logo and visual designs associated with the brand. |
| Brand Image |
The overall visual representation of the �Brand� created from the corporate logos, accent colors,
graphical elements, and diagrams used in all the company�s materials. |
| Brand Loyalty |
Customer preference to buy products from or do business with a company that they know and trust. |
| Brand Means |
The methods by which you promote your company in the market, i.e. ads, presentations, web-site, brochures, etc. |
| Brand Messages |
A set of statements that clearly articulate your Brand Promise. |
| Brand Platform |
A set of guidelines that govern all aspects of a Brand: visual, semantic, perceptual, and implementation.
It includes the Brand Promise, the Brand Image, the Brand Messages, the Brand Means, the Brand Positioning, and the Brand Strategy. |
| Brand Positioning |
An attempt to influence the public's perception of your product or service as it relates to competitive products. |
| Brand Promise |
The promise that you make to your customer that defines their expectations for all interactions with your products,
services and company. |
| Brand Strategy |
A plan for how you are going to establish, promote, and maintain Brand Awareness and build customer Brand Loyalty. |
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