In compiling this comprehensive glossary of brand terms our goal is to provide simple definitions to common, and some not so common branding terms. We hope that you find this interactive reference guide to be a helpful tool for understanding the terminology commonly used within the field of branding.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map