| A | B |
|---|
| Brand | All the combined impressions and experiences associated with a particular company, good, or service. |
| Brand Champion | The person in a business who is responsible for making the brand come alive and for sustaining it; usually the business owner, president, or CEO. |
| Brand Cues | Elements that remind customers of brands and their values. |
| Brand Identity | Those elements that are instantly recognized as representing a particular business or product. |
| Brand Name | That part of brand identity that can be spoken, including words, phrases, letters, numbers, or any combination of these. |
| Brand Personality | How your brand would behave or a detailed personal profile of your business in order to create and maintain an emotional connection with your customers |
| Brand Promise | A business's agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values. |
| Brand Symbol | A business's distinctive logo, design, or group of letters that cannot be spoken but are used to establish brand identity; often used in conjunction with a brand name. |
| Core Values | Brand values: Beliefs or qualities that a brand stands for and is built around. |
| Mission Statement | A brief summary of what a business owner wants a business to be doing. |
| Touchpoints | All the opportunities which businesses have to connect with customers and reinforce their brand value. |
| Trademark | Legal method for protecting brands from misuse externally; represented by the registration mark, TM trademark, or sm service mark. |
| US Patent and Trademark Office | Office of the federal government responsible for issuing, administering, and enforcing U.S. patents and trademarks. |
| Vision Statement | A summary of what a business owner wants a business to become. |
