Glossary

Brand Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product.

Brand identity Names and logos applied to an organization, and its products and services.

Brand promise The explicit promise the organization makes to its target audiences, including employees.

Brand position Key attributes that differentiate an organization from others in the same category.

Brand awareness A measure of how readily members of a target audience remember the brand and recall its promise.

Brand equity Assets and liabilities linked to a brand that add to or subtract from its value.