Brand
A collection of perceptions in the mind of the consumer.  A brand serves to differentiate competing products or services, highlighting what is unique about each. Both physical and emotional triggers that create a relationship between consumers and the product/service.

Brand Attributes
Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.

Brand Audit
A comprehensive and systematic examination of all brand behaviors and collateral (both tangible and intangible) which relates to a brand.

Brand Awareness
The proportion of target customers that recall a brand. Brand awareness is a common measure of marketing communications effectiveness. Unaided awareness is spontaneous; aided or prompted awareness is when the name is recognized among others that are listed or identified.

Brand Earnings
The profits that can be attributed solely to the brand.  A formula that is becoming a standard accounting method for capitalizing goodwill on the balance sheet.
              
Brand Equity
Brand Equity is the sum of all hearts and minds of every single person that comes into contact with your organization. The value, both tangible and intangible, that a brand adds to a product or service. 

Brand Essence
The core characteristic that defines a brand.

Brand Expansion
The exposure of a brand to a broader target customer market, geographic market, or distribution channel.

Brand Extension
The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver.

Brand experience
The pledged experience.  The customer experience must be in close alignment to the brands promise.  

Brand Identity
The outward expression of the brand. A unique set of associations that the brand strategist aspires to create or maintain. These associations represent what the brand should stand for and imply a potential promise to customers. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently resides in the minds of consumers.

Brand Image
A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. (Note that brand image is what is currently in the minds of consumers, whereas brand identity is aspirational).

Brand Loyalty
The strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behavior or price sensitivity.

Brand Management
The process of managing an organization’s brands in order to increase long-term brand equity. Also the Brand Champions or group responsible for designing brand identities, aligning them for maximum effectiveness, ensuring that they are not compromised by tactical actions and designing appropriate off-brand recovery plans.

Brand Mission
An aspirational purpose for the brand to exist.  

Brand Personality
Brand image or identity expressed in terms of human characteristics. Distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and perceptions.  What people associate the brand with.

Brand Position
The ““market space”” a brand is perceived to occupy; the part of the brand identity that is to be actively communicated in a way that meaningfully sets it apart from the competition.  How the brand is seen in the marketplace.

Brand Positioning Statement
A statement that describes the ““place”” that a brand should occupy in the minds of target customers.  How a brand is seen in the marketplace.  Focuses on what is unique to the brand.

Brand Promise
The unique pledged customer experience.  Ideally the promise will be expressed in the Tagline.

Brand Relevance
The alignment of a brand - its attributes, identity and personality with the primary needs/wants of its target audience

Brand Tagline
An easily recognizable and memorable phase which often accompanies a brand name. Best if it can relate the brands promise. An aid to recall and reinforcement. Nike: ““Just do it””
 
Brand Strategy
The ‘‘big picture’’ plans and tactics deployed by an organization/brand owner to create brand equity.   

Brand Values
How the vision and promises are delivered to the consumer.  The small number of descriptive behaviors that the brand is to exemplify.  These are to represent the company, brand and employees.  Examples include passion, inventiveness, respect, honesty, collaboration, etc.