| A | B |
|---|
| brand | impressions and experiences associated with a product or company |
| brand champion | the person responsible for making the brand come alive |
| brand cues | elements that remind customers of brands |
| trademark | legal method for protecting brands |
| touch points | opportunities to connect with customers and reinforce their brand value |
| mission statement | brief summary of what a business owner wants a business to be doing |
| core values | beliefs or qualities a brand stands for |
| brand symbol | company or product logo |
| vision statement | summary of what a business owner wants a business to become |
| brand promise | a business's agreement that it will consistently meet their expectations |
