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= | ={{element|Br Element-Brand|Brand}}= | ||
<span class="Br Def">Our name and what it stands for.</span> | |||
==Description== | ==Description== | ||
A brand is a symbolic representation | A brand is a symbolic representation that stands for our [[enterprise]] and its [[products]]. It is designed to communicate our [[identity]], especially how we are different from others. It invokes a set of expectations in [[people]] about our enterprise and our products, particularly in relation to people's own needs and desires. People have intentionally designed brand [[experiences]] through ads, public communications and their direct experiences with our products. In addition, people's perceptions of our brand is influenced by many other factors: any interaction they have with our products, [[processes]] and people; any public communication about our brand; any [[stories]] going around. Positive expectations about a brand pull people towards the products an enterprise offers, negative expectations push them away. That's why a brand is also a financial asset we invest in and obtain benefits from, by purposely creating awareness and improving or maintaining our reputation with our [[customers]], partners and investors. Brand names are often protected as a registered trademark expressed in words, visual signs or other [[media]] representations. | ||
It is designed to communicate our identity | |||
different from others | ==Brand Map== | ||
our enterprise and our products, particularly in relation to people's own | |||
needs and desires. | [[File:EDGY-Brand-Map_Brand-Architecture-Portfolio.png]] | ||
products, | Also known as Brand Architecture or Brand Portfolio. | ||
other factors: any interaction they have with our products, processes | |||
and people; any public communication about our brand; any stories | |||
going around | |||
about a brand pull people towards the products an enterprise offers, | |||
negative expectations push them away. | |||
financial asset we invest in and obtain benefits from, by purposely | |||
creating awareness and improving or maintaining our reputation with our | |||
customers, partners and investors. Brand names are often protected as | |||
a registered trademark expressed in words, visual signs or other media | |||
==Examples== | ==Examples== | ||
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*A product name used for sales on commercial markets and within franchising partnerships. | *A product name used for sales on commercial markets and within franchising partnerships. | ||
*A label used by different companies to communicate and emphasise a sustainability certification. | *A label used by different companies to communicate and emphasise a sustainability certification. | ||
*A name or slogan a team organisation uses in their email signature to differentiate themselves or their role internally. | *A name or slogan a team inside an organisation uses in their email signature to differentiate themselves or their role internally. | ||
*The name and website URL of an internal digital portal or application. | *The name and website URL of an internal digital portal or application. | ||
==Use== | ==Use== | ||
*Structure, plan and create brand identities, their interrelations, dependencies and expressions (e.g. physical appearance, culture, values, promises). | *Structure, plan and create brand [[identity|identities]], their interrelations, dependencies and expressions (e.g. physical appearance, culture, values, promises). | ||
*Differentiate brands and understand how their images and connotations are perceived and valued by their intended audiences. | *Differentiate brands and understand how their images and connotations are perceived and valued by their intended audiences. | ||
*Associate brands with the | *Associate brands with the [[objects]] they represent, such as [[organisation]] entities, [[products]] or other branded elements the enterprise produces. | ||
*Ensure enterprise products, activities and content are not contradicting or undermining the intended brand identities of the enterprise. | *Ensure enterprise products, [[activities]] and [[content]] are not contradicting or undermining the intended brand identities of the enterprise. | ||
==Base element== | |||
*{{element|Br Element-Brand|brand}} is an {{element|Element-Object|object}} | |||
==Related== | ==Related== | ||
*{{ | *{{element|Or Element-Organisation|organisation}} builds {{element|Br Element-Brand|brand}} | ||
*{{ | *{{element|Pr Element-Product|product}} embodies {{element|Br Element-Brand|brand}} | ||
*{{ | *{{element|Br Element-Brand|brand}} evokes {{element|Id Element-Story|story}} | ||
*{{ | *{{element|Br Element-Brand|brand}} represents {{element|Id Element-Purpose|purpose}} | ||
*{{ | *{{element|Br Element-Brand|brand}} supports {{element|Ex Element-Task|task}} | ||
*{{ | *{{element|Br Element-Brand|brand}} appears in {{element|Ex Element-Journey|journey}} | ||
== | ==Suggested Labels== | ||
* | *organisation, product ([[tagging|tag]]) | ||
* | *internal, external ([[tagging|tag]]) | ||
* | *owned, shared ([[tagging|tag]]) | ||
* | *trademarked, informal ([[tagging|tag]]) | ||
*cost ([[metric]]) | |||
*valuation ([[metric]]) | |||
*perception ([[metric]]) | |||
Revision as of 21:14, 21 March 2023
Brand
Our name and what it stands for.
Description
A brand is a symbolic representation that stands for our enterprise and its products. It is designed to communicate our identity, especially how we are different from others. It invokes a set of expectations in people about our enterprise and our products, particularly in relation to people's own needs and desires. People have intentionally designed brand experiences through ads, public communications and their direct experiences with our products. In addition, people's perceptions of our brand is influenced by many other factors: any interaction they have with our products, processes and people; any public communication about our brand; any stories going around. Positive expectations about a brand pull people towards the products an enterprise offers, negative expectations push them away. That's why a brand is also a financial asset we invest in and obtain benefits from, by purposely creating awareness and improving or maintaining our reputation with our customers, partners and investors. Brand names are often protected as a registered trademark expressed in words, visual signs or other media representations.
Brand Map
Also known as Brand Architecture or Brand Portfolio.
Examples
- The name a consumer goods company uses to represent itself, protected as a trademark and associated with a visual logo.
- A product name used for sales on commercial markets and within franchising partnerships.
- A label used by different companies to communicate and emphasise a sustainability certification.
- A name or slogan a team inside an organisation uses in their email signature to differentiate themselves or their role internally.
- The name and website URL of an internal digital portal or application.
Use
- Structure, plan and create brand identities, their interrelations, dependencies and expressions (e.g. physical appearance, culture, values, promises).
- Differentiate brands and understand how their images and connotations are perceived and valued by their intended audiences.
- Associate brands with the objects they represent, such as organisation entities, products or other branded elements the enterprise produces.
- Ensure enterprise products, activities and content are not contradicting or undermining the intended brand identities of the enterprise.
Base element
Related
- organisation builds brand
- product embodies brand
- brand evokes story
- brand represents purpose
- brand supports task
- brand appears in journey