Define: Brand
A promise to deliver a clearly stated, unique and relevant benefit that is consistently expressed both tangibly and intangibly to differentiate the offering from competitors.
The tangible components of a brand, such as the brand's name and logo, are often trademarked to create defendable assets for the organization.
"A brand is an experience living at the intersection of promise and expectation."
—Mark Gallagher, Brand Expressionist®, Blackcoffee®
See: 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
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