E ? K | Branding Business with RiechesBaird

Endorsed Brand

Part of Brand Architecture (see this term). Use of a parent corporate or brand identity to support and add credibility to a another brand within a company?s portfolio. Attributes of the parent brand are transferred to the sub brand. The link implies subordinate emphasis of the parent to a sub-brand, though relative emphasis will vary with each branding situation.

Equity (Brand)

The positive value of a brand?s characteristics and/or components from the viewpoint of a brand?s consumers and owners. The annual list of the world?s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands.

Essence (Brand)

The core elements or characteristics which a brand stands for.

Experience (Brand)

The collective encounters one has with a brand. This encompasses everything from seeing an ad and hearing someone talk about the product to walking into a store and going to a website.

Extension (Brand)

A new product or service that relates in some way (benefit, type, and function) to an existing brand and offers a different benefit and/or appeals to a different market.

Flagship Brand

The brand in a company?s portfolio which is most identified or associated with the company by customers. Or, simply a company?s main brand, like a Core Brand (see this term).

Functional Benefits

Those characteristics about a brand that are tangible or physical in nature, also called features.
Goal: In marketing parlance, the intended result or outcome of one?s endeavor. It must be concrete, actionable, and measurable (see Vision, Mission, Objective).

Identity (Corporate/Brand)

An integrated combination or system of a proprietary name and graphics, and sometimes verbal and aural components, that distinguishes a company, product, or service from other companies, products, or services within a category.

Image Gap Analysis

An analysis of the gap between a brand?s current image and its aspirational image concentrating on those items that can be changed in order to lesson or close the gap over time.

Ingredient Brand

The promotion of an branded component that is used in the manufacture or production of another branded product (examples are Intel Inside used by Dell, Nutrasweet used by Coca-cola).

Interactive Branding

The process of developing websites and other interactive products that further, or establish, a brand in this channel. The process includes strategy development, structural design, and graphic design.

Source: http://www.brandingbusiness.com/2011/09/e-k/

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