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The most prominent person to lead these efforts is the CEO and the senior management team.

This specialty within branding involves internal communications and launch events, human resource practices, encompassing rewards and recognition, compensation, and career path development. A company's culture is the sum total of the beliefs, history, practices, policies, and activities that define its unique personality. A company's brand is part of its culture and a brand actually has a culture of its own, represented by the people who work for it, their operating style and behavior.

http://brandbuild.eu/branding-glossary/brand-culture/

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81. Brand Cognition

Consumers' perception of a brand concept. The brand promise (statements, actions and experience) is interpreted by consumers and manifested as an expectation (the assumption that the brand will act in a given manor).

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82. Brand Conviction

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83. Brand Choice

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84. Brand Character

Functionally, brand character is the spine (�����������) of a company. It's evident when a company is accountable to the values that make it stand tall. This means accountability in action, not on paper. Brand character draws a line that moral weakness cannot cross.

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85. Brand Alliance

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86. Brand Portfolio

The range of brands held by a single company. Assembling a portfolio of brands with significant diversification can reduce risk by amortizing exposure.

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87. Brand Leverage

The ability of a brand to capitalize on its equity by increasing its appeal to a broader customer group, extend to new products, and expand to new markets and/or categories.

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88. Brand Map

A graphical representation of competing brands in relation to one another based on people's perceptions.

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89. Brand Book

A unique articulation (����� ���������) of the brand in both words and visuals which brings the brand and its story to life.

Usually directed at internal audiences, brand books are now developed to tell the brand's story for all constituents fulfilling a pledge to be consistent in execution.

http://brandbuild.eu/branding-glossary/brand-book/

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90. Brand Experience

The pledged experience. The customer experience must be in close alignment to the brands promise.

http://www.montanabranddevelopment.com/Glossary.html

The means by which a brand is created in the mind of a stakeholder. Some experiences are controlled, such as retail environments, advertising, products/ services, websites, and so on. Some are uncontrolled, like journalistic comment and word of mouth. Strong brands arise from consistent customer interactions that combine to form a clear, differentiated, holistic experience.

http://brandbuild.eu/branding-glossary/brand-experience/

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91. Master Brand

This is the principal brand name a company uses for products and services across a business. The masterbrand is usually combined with individual names to make sub-brands.

http://brandbuild.eu/branding-glossary/masterbrand/

A brand name that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. Audi, Durex, Nescafe and Lego, for example, are all used as masterbrands.

http://www.brandioso.com/branding-glossary.php

http://www.brandchannel.com/education_glossary.asp

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92. Brand Benefit

An advantage derived from using a brand. The benefits judged most important by the audience and the brand's promoters form the core of the brand.

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93. Brand Attributes

The functional and emotional associations which are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different customer segments, markets and cultures. Brand attributes are the basic elements for establishing a brand identity.

Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.

http://www.montanabranddevelopment.com/Glossary.html

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94. Brand Associations

The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation.

http://www.brandioso.com/branding-glossary.php

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95. Brand Advocate

A consumer who preaches the merits of a given brand when prompted.

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96.Brand Actions

Specific actions and policies developed and implemented by an organization to reinforce brand positioning, brand attributes, and brand identity at all touch points of customer encounters; leads to brand leverage (��������, ������, �������).

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97. Brand Core

The central, not changing frequently, more constant true benefits and values (the essence of the brand, the brand idea, the brand concept) which a particular brand brings to the customers

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98. Brand Harvesting

Decreasing marketing expenditure on a brand to zero, or to a minimal level, when sales and profits begin to decline, relying on its purchase by loyal customers to sustain it; brand harvesting (which often precedes total elimination of the brand) is usually undertaken to free up cash with which to pursue new market opportunities.

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99. Brand Building

Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value.

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100. Brand Ambassador

Anyone who promotes the value of the brand to its users. Ideally this would include every employee in the company.

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