| A | B |
|---|
| Brand Promise | Specific benefit that customers can expect from using the good/service & interacting with the Company |
| Slogan | Memorable phrase used to advertise a product or brand |
| Brand Awareness | How familiar customers & potential customers are with the brand |
| Brand Loyalty | Customers level of commitment to buying the brand |
| Touch Point | Any interaction between a business & customer or potential customer |
| Brand Personality | Distinctive traits & characteristics that make the brand special & set it apart from the competition |
| Business Environment | Physical & Virtual environment that influences how the brand promise is carried out |
| Corporate culture | Values & ideals that an organization encourages amoung its employees |
