The Language of Branding

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The Language of Branding by Mind Map: The Language of Branding

1. Brand Plan

1.1. Similar to a marketing plan, it focuses on changing or improving elements of brand equity, often increased market share

1.2. It can also address:

1.2.1. Brand Awareness

1.2.2. Brand Accessibility

1.2.3. Brand Loyalty

1.2.4. Brand Personality

1.2.5. Brand Emotional Connection

2. Brand Portfolio

2.1. The mix of brands and subbrands owned by an organization or company

3. Brand Architechure

3.1. Is the "family tree" of the organization and how it organizes its various entities and their relationships

3.1.1. Corporate Brand The brand with the company name at the top of the hierarchy

3.1.2. Master Brand Dominant, highest-level brand, sometimes the same as the Corporate Brand

3.1.3. Parent Brand Brand used for more than one market category; might also be the same as Corporate or Master brand

3.1.4. Subbrand A new brand, combined with a parent brand, for a customer segment or product line

3.1.5. Endorsed Brand The primary name a consumer uses to identify a product which exists within the brand identity system and is given credibility by the parent brand without being overwhelmed

4. What is Brand Equity

4.1. Commercial value of expectations people have of your organization

4.2. Can be measured in a variety ways, such as the additional price a consumer is willing to pay for the perceived quality of product or service your brand provides

4.3. "A reservoir of goodwill"

5. What is Brand Positioning?

5.1. The way a brand is perceived within the market

5.2. Perception of brand compared to competitors

6. What is Brand Identity?

6.1. The names, symbols, colors, style, voice, and other elements that are uniquely associated with your brand

6.2. These elements are proprietary

6.3. The Brand Identity includes:

6.3.1. The Brand Portfolio

6.3.2. The Brand Architechure

7. Private Label

7.1. Products manufactured or created by an organization, but sold under another brand

7.2. An example is a store brand at the grocery store

7.3. Benefits include higher margins, increased customer loyalty to the store, and decreased leverage from national brands

8. Brand Extension

8.1. Applying an existing brand to a new product or service

8.2. If it combines an existing brand with a new brand, it is a subbrand

8.3. If it is well done it can expand the brand, but if not it can dilute the brand

9. Marketing Plan

9.1. Request for funds to increase sales, market share, etc.

9.2. Elements include:

9.2.1. Summary

9.2.2. Objectives

9.2.3. Situation Analysis

9.2.4. Strategies and Tactics

9.2.5. Operations Considerations

9.2.6. Financial Projections

9.2.7. Supporting Research

9.2.8. Contingency Plans and Risk Assessment

10. Elements of Brand Equity

10.1. Brand Image

10.2. how consumers perceive the brand

10.3. Brand Associations

10.4. Anything that comes to the consumers' minds in relation to your brand

11. What is a Brand?

11.1. A "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competition."

11.2. A promise to the customer

11.3. The sum of all experiences a customer has with your organization

12. Elements of Brand Positioning

12.1. Brand Essence

12.1.1. Two to three words that describe the heart and soul of the brand

12.2. Brand DNA

12.2.1. Core values, competencies, and passions of a brand

12.3. Brand Promise

12.3.1. The differentiated benefits offered by a brand, based on what the brand can deliver that gives it a competitive advantage in the marketplace

12.4. Unique Value Proposition

12.4.1. What makes a brand different and compelling

12.5. Brand Personality

12.5.1. The adjective that describes a brand, like modern, fun, sincere, trusted

12.6. Brand Archetype

12.6.1. The primary motivation of the brand that drives its behavior and view of the world, such as achiever or explorer

13. Trade Dress

13.1. Aesthetic elements that are legally protected