Awareness The percentage of population or target market who are aware of the existence of a given brand or company.

There are two types of awareness: spontaneous, which measures the percentage of people who spontaneously mention a particular brand when asked to name brands in a certain category; and prompted, which measures the percentage of people who recognise a brand from a particular category when shown a list. Brand A brand is the identity of a product or a service. It is a mixture of attributes, tangible and intangible, which, if managed properly, creates value and influence. "Value" has different interpretations: from consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings." Brands help customers identify and differentiate the goods & services of a particular seller from another. Brand Architecture is a description of how an organization structures and names the brands within its portfolio. As per David Aakers Brand Relationship Spectrum there are three main types of brand architecture system: monolithic/branded house, where a single master brand is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the master brand by means of either a verbal or visual endorsement; and freestanding/house of brands, which involves an independent set of standalone brands each focusing on maximising the impact on a market. Brand Associations The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are formed over a period of time as a result of experiences and must be consistent with the brand positioning. As per Van Der Bergs Brand Asset Concept, consumers have endless number of brand related associations in their heads. All of these associations may not be relevant to a brand. On the other hand, some of these associations may fall under the core concept but may not drive purchase behaviour. As a result, they are not a part of the brands mental assets. A brands mental asset is that one big thing consumers associate the brand with and which drives purchase behaviour VOLVO (Safety). Core Concepts are relevant associations that help position the identity of a brand in peoples minds. Core concept tells a consumer what a brand stands for. Brand Associations are all the brand related associations in the minds of a consumer. Brand Commitment The degree to which a customer is committed to a given brand meaning that they are likely to re-purchase/re-use the brand in the future. The level of commitment indicates the degree to which a customer is loyal towards the brand. It also helps to identify the difference between customers and fans of a brand. Brand Earnings The share of a brand-owning businesss revenue that can be attributed to the brand. Brand Equity A set of assets and liabilities linked to a brand that adds or subtracts value provided by a product or a service to a firm and its customers. It is the knowledge of the brand that creates a differential impact on consumer responses towards the marketing of that brand. Brand Essence The brands promise expressed in the simplest form. It communicates to the customer what the brand stands for. Brand Experience The cumulative brand impressions generated from various encounters with the brand. These encounters maybe controlled i.e. advertising, retail, websites and uncontrolled i.e. PR, WOM etc. Strong brands arise from consistent experiences which create a differentiated experience for the user.

Brand Extension Leveraging the equity associated with the brand and taking the brand to new markets/sectors. Brand Harmonisation Ensuring that all products in a particular brand range have a consistent name, visual identity and positioning across markets. Brand Identity is the way a brand presents itself in advertising, behaviour and symbolism. It is the perception that the company wants to create about the product or a service in the minds of consumers. Brand Image on the other hand is the subjective image a group of consumers has towards the brand. It is the way a consumer perceives a brand. Brand Licensing The leasing of a brand by its owner to another company. Usually a licensing fee or a royalty rate is charged for the same. Brand Management is the art of managing, improving and sustaining the tangible and intangible aspects of a brand. For product brands, the tangibles are product, price, packaging etc. and the intangibles are the emotional connection a brand enjoys with its customers. For a service brand, the intangibles are the retail environment, quality of people, levels of satisfaction etc. and the intangibles are the emotional connection a brand enjoys with its customers. Brand Parity is a measure of how similar or different, different brands in the same category are perceived to be. Brand Parity varies widely from industry to industry. Eg In the petrol industry, no real difference between brands is perceived whereas in the passenger car industry, brand differentiation is high. Brand Personality is the character of a brand. It is a way a brand speaks and behaves. It means assigning human characteristics to a brand so as to achieve differentiation. When brand identity, is expressed in terms of human traits it creates brand personality. The personality of brand Dove is feminine, honest and optimist. Brand Personality acts as a differentiator in a cluttered market with every brand offering the same functional benefits. Brand Platform consists of Brand Vision is the long term strategic position that the brand will take in the market and in the minds of the consumers. Brand Mission is to create customers that will drive the brand forward Brand Values are the core values that define the brand. Brand Personality which is the character of the brand. Brand Tone of Voice How the brand speaks to its audience.

Brand Positioning is the art of designing the brands position and image, so that it occupies a distinct, different and valued place in the minds of the target customers. Brand Strategy is the cunning plan that a brand needs to develop in order to reach from the position where it is to the position where it intends to be. The brand strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained consumer appeal.

Brand Valuation is the process of identifying and measuring the value a particular brand brings to the organization. Brand Value Chain is a structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value. It is an entire process, that begins with marketing activities to create an image about the brand, which in turn creates brand equity and provides economic value. Branding is the art of selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way, to create a brand. The art of creating brands is called branding. Co-Branding The use of 2 or more brand names in support of a new product, service or venture. Consumer Products Goods or Services purchased for private use by a household. Core Competencies A companys particular areas of skill and competence. Counterfeiting When an organization produces a product that looks like a branded product and is packaged and presented in a manner to deceive the customer. Country of Origin The country from which a given brand comes. Customer Equity is the lifetime value of a customer. It calculates the revenues a customer brings to a brand from both direct and indirect sources. Differential Product Advantage A feature of a product that is valuable to customers and is not found in any other product in that category. Differentiation Creation of unique characteristics in a brand that differentiates it from competition. Differentiator Any tangible or intangible characteristic used to distinguish a product / service. Diversion When a genuine product is sold to a buyer in one market and then resold by the same buyer in another market, without the consent of the brand owner, to take advantage of the price differentiation. Functionality The tangible benefits a product offers a buyer, the utility a product offers a buyer. Launch The initial marketing of a new product in a particular market.