Brand

It is a set of emotions that arises or the lack of emotions that fail to rise when your BUYERS think of you, see you or experience you in any form. These emotions drive their decisions to BUY you or IGNORE you

Branding

It is a declaration of promises and following it with fulfilling them

Brand Stakeholders

They are the brand “BUYERS”

- Your customers & prospective customers
- Your employees & talented job seekers
- your investors & lenders
- Your vendors & suppliers
- Your partners
- Your distributors
- Your community
- Your regulatory environment

Brand Promise

It is a pledge/an open declaration made by the brand to its BUYERS that assures them that it will deliver exactly what it has committed

Brand Tangible Signal

Feeling, Taste, Voice, Touch, Smell, the Intuition about your brand – 6th sense

Brand Touch Point

The defining sensory that people describe while interacting with your brand. For example, presentations, style, office design, plant/factory layout, machine display, advertising, packaging, overview, design, finishing, fineness, beauty, smartness, the way your staff talks, the way they walk, the way they look. It all matters. The “International Feel” about it. The “Visual” aspect

B2B Brand: Business to Business
Example – Caterpillar, Intel, Bosch

B2C Brand: Business to Consumer
Example – Dell, Sunsilk, Amazon

Brand Identity

The intended perceptions of your brand crafted by your management

Brand Image

The actual perception of brand in the mind of your BUYERS

The Actual Perception

The view & opinions of your BUYERS about your brand

Brand Gap

The difference between the intended and the actual perceptions

Brand positioning

A suitable punchline or tagline that describes how you want to be perceived based on market research, by defining the most desirable brand perceptions for your brand in you market place

VIMS™

Visual Identity Management System – A system that help you declare the right set of promises and make you visually appealing and irresistible, enough to enter you buyer’s considerations set

The TSE™ Framework

Think, See, Experience. The emotions that arises when your BUYERS Think of you, See you or Experience you in any form

Brand Assets

Names, Logotype, Symbols, Trademarks, Taglines, Colors, Fonts, Typeface

Brand core

The essence of the brand, the brand idea, the brand concept

Brand Architecture

How an organization structures and names the brands within its portfolio that defines the interrelatedness between the main brand and the sub brands

Brand Strategy

A plan for systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand’s vision and driven by the principles of differentiation. The brand strategy should influence the total operations of a business to ensure consistent brand behaviors and brand experiences