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2.07 Flashcards
| Term | Definition |
|---|---|
| Brand | All the combined impressions and experiences associated with a particular company, good, or service. Ex: Nike |
| 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. Ex: Phil Knight |
| Brand Cues | Elements that remind customers of brands and their values. Ex. Commercials |
| Brand Identity | Those elements that are instantly recognized as representing a particular business or product. Ex. Nike Swoosh |
| Brand Name | That part of brand identity that can be spoken, including words, phrases, letters, numbers, or any combination of these. Ex. "Nike Just Do It" |
| Brand Personality | A business's agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values. |
| Brand Promise | A business's 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's 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. Ex. Nike Swoosh |
| Core Values | Brand values: Beliefs or qualities that a brand stands for and is built around. Ex. ChickFila is closed on Sundays |
| Mission Statement | A brief summary of what a business owner wants a business to be doing. Ex. Life is Good "Spread positivity" |
| Touch Points | All the opportunities which businesses have to connect with customers and reinforce their brand value. Ex. Commercials |
| Trademark | Legal method for protecting brands from misuse externally; represented by the r registration mark, TM trademark, or sm service mark. Ex. TM, R, etc |
| US Patent 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. Ex. Phil Knight wanted nike to be a track shoe company but it ended up being so much more than that |
Created by:
ambrinkley9
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