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7th Stack

Brand All the combined impressions and experiences associated with a particular company, good, or service.
Brand Champion The person in a business who is responsible for making the brand come alive and for sustaining it; usually the business owner, president, or CEO.
Brand Cues Elements that remind customers of brands and their values.
Brand Identity Those elements that are instantly recognized as representing a particular business or product.
Brand Name That part of brand identity that can be spoken, including words, phrases, letters, numbers, or any combination of these.
Brand Personality How your brand would behave or a detailed personal profile of your business in order to create and maintain an emotional connection with your customers.
Brand Promise A business' agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values.
Brand Symbol A business' distinctive logo, design, or group of letters that cannot be spoken but are used to establish brand identity; often used in conjunction with a brand name.
Core Values Brand values: Beliefs or qualities that a brand stands for and is built around.
Mission Statement A brief summary of what a business owner wants a business to be doing.
Touch points All the opportunities which businesses have to connect with customers and reinforce their brand value.
Trademark Legal method for protecting brands from misuse externally; represented by the registration mark, TM trademark, or SM service mark.
U.S. Patent and Trademark Office Office of the federal government responsible for issuing, administering, and enforcing U.S. patents and trademarks.
Vision statement A summary of what a business owner wants a business to become.
Created by: ZLittle97
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