5 Branding Free Online FlashCards

What is a brand?

A brand is the set of meanings and expectations associated with an offering, beyond its name or logo.

What is branding?

Branding is the work of shaping and managing a brand’s meanings so customers can recognize it, understand what it stands for, and distinguish it from alternatives.

What is brand identity?

Brand identity is the meaning an organization intends to create and express. It can include purpose, values, personality, promise, name, visual design, and tone of voice.

What is brand image?

Brand image is the meaning customers actually associate with a brand.

How do brand identity and brand image differ?

Identity is the meaning an organization intends to express; image is what customers actually perceive. An organization can guide image but cannot fully control it.

What is brand equity?

Brand equity is the value associated with a brand beyond the functional value of its product or service.

How can strong brand associations affect customers?

Familiarity and favorable, strong, distinctive associations can make customers more likely to notice, prefer, or remain loyal to an offering.

Does brand awareness alone ensure positive brand equity?

No. Awareness alone is insufficient: a well-known brand may still have unclear or undesirable associations.

What is brand positioning?

Brand positioning is the intended place a brand occupies in the minds of a chosen target audience relative to competing options.

What are points of parity?

Points of parity are attributes or benefits a brand needs to be seen as a credible option in its category.

What are points of difference?

Points of difference are meaningful, distinctive benefits that give customers a reason to choose a brand.

What are reasons to believe in brand positioning?

Reasons to believe are evidence that makes a brand’s promised benefits credible.