Define: Brand Signals
Brand Signals are multi-sensory cues (sight, sound, touch, taste, smell or action) that directly equate to the brand. These inputs are tangible, therefore allowing consumers to identify, differentiate and authenticate a specific brand. In addition Brand signals work both individually and collectively to drive consumers' perceptions and expectations by helping to communicate the unique position that a brand is taking.
See: Brand Expression, Brand Image
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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