A performance measurement system that relates directly to customer satisfaction, internal processes, and the company's ability to learn and improve. This focuses on financial measures and three sets of operational measures that drive future financial performance.
An objective method for rating one's own activities against similar activities performed by those recognized for best practice. This provides methods for self-evaluation and aims to identify opportunities for process improvement.
A clear and compelling 10-to-30-year goal that serves as unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line, so the organization can know when it has achieved the goal; people like to shoot for finish lines.
From James Collins' and Jerry Porras' 1996 article entitled "Building Your Company's Vision."
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®
Consumers' feelings, beliefs and knowledge about a given brand. These associations are driven by consumers' experiences with the brand, it's positioning and basis of differentiation.
The associations, either functional or emotional, that an audience (consumers and prospects) assigns to the brand. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different audiences.
A comprehensive and systematic examination of a brand's strategy (brand positioning, basis of differentiation, market position and consumers views) and/or a brand's identity (brand signals, collateral and advertising).
Ability for customers to recognize a brand's name, logo, offering, and unique point-of-difference.
As a branding metric, brand awareness is not measure of a brand's strength, as it measures of consumer knowledge rather than preference.
Consumers' perception of a brand concept. The brand promise (statements, actions and experience) is interpreted by consumers and manifested as an expectation (the assumption that the brand will act in a given manor).
Brand culture is a business management technique that aligns business objectives, and consumer needs to form a cultural system that defines the organizations decisions and actions. In order to be effective brand culture must be championed by the CEO and senior management and engage and inspire employees throughout the organization.
1) A measure of the tangible and intangible assets (Intangible Assets: differentiating qualities, thoughts and feelings - Tangible Assets: patents, trademarks and market share) that contribute to how a brand is positioned in the marketplace and the value of the brand as a corporate asset.
2) The financial premium derived from loyal consumers committed to a brand and willing to pay a premium for that brand, as compared to a generic product or service in the same category.
The implementation of strategies to reduce risk and liability from the effects attributable to counterfeiting, trademark infringement, tampering, black/grey market sales, and the like.
The collective experience a consumer has with the brand, both controlled (such as products/services, brand signals, advertising, etc… and uncontrolled (such as journalistic comment and word of mouth). Brand value is derived from a positive, clear, differentiated overall brand experience.
Brand expression is the brand as defined and articulated by the organization. This integrates brand strategy and brand identity to express a multi-sensory brand experience through a portfolio of brand signals. These signals manage consumer expectations by carrying and conveying the brand promise, ensuring that the brand remains consistent and relevant while responding to market changes.
A statement outlining the brand's points of differentiation, relevance, and authenticity. Unlike a brand's positioning statement, a Brand Expression Statement is consumer-facing and written in the brand's aesthetic.
The synchronization of all elements and experiences consistent with positioning and identity. This strengthens customers' impressions of the brand, not by how many times the customer sees an ad, or by how clever that ad is, but by how well all the experiences a customer has with your brand, blend to create a sensible, cumulative experience.
Consumers' informed impressions in terms of what the brand represents (associations), what the brand currently stands for (brand promise) and its ability to meet expectations. Additionally, non-users based their opinion of brand image upon association, attitudes and beliefs.
The leasing of the brand, by the brand owner use by another company, usually through licensing fee or royalty rate will be agreed for the use of the brand. Brand Licensing is often either a form of Brand Extension of Line Extension, depending on application.
The degree to which a consumer prefers, insists upon, and is willing to pay a premium for a particular brand, as compared to other similar available offerings. As a brand metric, Brand loyalty is a measure of the strength of preference for a brand in terms of repeat purchase behavior or price sensitivity.
A brand metric which measures the perceived similarity/difference between brands competing in the same category. The similarity/difference varies widely from category to category (e.g.: Consumers may view differences between gasoline brands Shell and BP as being marginal, while they may see differences between motorcycle brands Harley Davidson and Suzuki as being extreme).
The brand's image or brand identity, expressed in terms of human characteristics which personify the brand message. (e.g., warmth, concern, caring, seriousness, imagination etc…). The attribution of these human traits to a brand as a way to achieve differentiation through both prepared communications and through people who represent the brand (employees and management).
The differentiating factors which frame the brand's scope of influence, Promise and the core brand signals that consumers will equate to the brand. The brand platform is driven by the organization's view of the future, goals and objectives. This core concept acts as a benchmark to measure behaviors and performance.
Creating a distinctive position for an offering that ensures that consumers can identify, differentiate and authenticate the specific offering. The goal of positioning a brand is to develop and own a specific market position within the hearts and minds of consumers.
A statement conveying the brand's unique and intended position within its market (consumer perception). A brand's positioning statement is an internal facing document.
The statement typically details the offering, the audience and points of differentiation. (e.g., To [target audience] [brand] is [offering] that [point of differentiation])
Developing and operationalizing a new strategy to move a brand to a new market position by influencing new consumers to consider, prefer and ultimately purchase the brand offering, or by influencing existing consumers to assign greater value to the brand.
A set of actions that consumers equate to a specific brand. Brand rituals may coincide with specific occasions or be built into the product or service itself to exemplify the cultural connection between brand and consumer. By translating actions into brand-specific meaning, rituals can help build lifelong bonds between brands and consumers.
e.g: Placing a wedge of lime in a bottle of Corona
A Brand Signals is a multi-sensory cue (sight, sound, touch, taste, smell or action) that directly equates 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.
A term used to refer to any individual whose responsible for managing brand compliance within an organization. This extends from product development to brand identity.
Note: While all brand manages are brand stewards, not all brand stewards need to be brand managers.
An action plan to create a competitive advantage by leveraging the unique factors that form an offering, to build sustainable relationships between a brand and a consumer audience. Driven by differentiation and sustained consumer appeal, brand strategy acts as both a beacon and litmus test, this ensures consistent brand behavior and experience. The brand strategy influences the total operation of a business to ensure consistent brand behaviors and brand experiences.
A consumer who holds either a positive or negative bias to a given brand, based on a set of false associations. (e.g., Beautiful people drink Veuve Clicquot. I drink Veuve Clicquot. Therefore, I am beautiful.)
The process by which an organization expresses its brand promise to a target audience, preconditioning consumers to prefer a given offering and establish a favorable position within a given market by manipulating the tangible and intangible attributes that form the brand.
"The art and science of managing consumers' expectations."
~ Laura Savard, Brand Expressionist®, Blackcoffee®
A team of people brought together in one place to gain common understanding and/or develop innovative solutions to a particular brand related problem. Workshops are often held off-sight to keep team members focused on their mission and minimize the interference of daily tasks.
The unauthorized, unlicensed use of a brand name or other trademark. (e.g., A web domain pointing to a Web site that isn't owned by the trademark holder or an online user name that is not associated with the trademark holder.)