In one of our previous articles, we addressed some of the most commonly confused brand strategy terms, clarifying the differences and explaining which concepts are unnecessarily treated as separate.
Based on the popularity of that post, we realised that brand terminology isn’t always as straightforward as it should be, so we’ve created a list of all important brand-related definitions in one place, which we’ll continue to update regularly.
Whether you’re new to brand strategy or simply tired of overly complicated explanations, this glossary is designed to bring clarity and make brand language easier to navigate, regardless of the sector you work in.
Here are the most important brand definitions:
Brand – the set of associations that come to mind when people see, hear about, or think of a business or product (and sometimes a country or person).
A brand is shaped by the entire experience it delivers – from major elements like product quality, pricing or visual identity to smaller details like a leaflet or the tone of voice in customer service emails.
You can read about the difference between a brand and a logo here.
Brand Architecture – the framework that defines the relationships between all brands, sub-brands, products, variants and acquired businesses in a company’s portfolio, while also establishing the role of the corporate brand in relation to them.
We explain the four main types of brand architecture here and here.
Brand Awareness – a metric measuring how many people recall your brand when asked about a particular category. For example: “When you think about smartphones (or chocolates, or charities), which brands come to mind?”
The percentage of respondents who mention your brand first (unprompted) indicates TOM (Top-of-Mind) awareness. Those who mention your brand without prompting, but not first, fall under spontaneous awareness. Prompted awareness reflects the percentage of people who recognise your brand when it appears in a list of options.
To learn more about other brand KPIs, read this post.
Brand Differentiation – the extent to which a brand is perceived as different from others in terms of its strategic proposition: associations, themes and benefits it can credibly “own”. Some brands achieve differentiation through a meaningful advantage in their offering (e.g., Uber or Tesla at launch), while others stand out by communicating in a unique or unconventional way (e.g., Diesel, Hendrick’s Gin).
Brand Distinctiveness – the extent to which a brand is recognised and not confused with competitors. It is built through the consistent use of distinctive brand assets – branding elements such as logo, colour palette, font, tagline, imagery or tone of voice, including visual and other sensory cues.
To read why brand distinctiveness is considered more important than brand differentiation by the Ehrenberg-Bass Institute for Marketing Science and why we think that’s not always the case, read this post.
Brand Equity – the richness and strength of associations people have with a brand, measured through brand awareness, brand salience, brand image (i.e., associations), mental availability and more.
In financial contexts, brand equity refers to the commercial value a brand brings to a company – such as the ability to charge premium prices, attract customers, generate higher margins, or increase share price. It is considered one of the most important intangible assets in a business.
Brand Positioning – practically speaking, the same as brand strategy. Both define the associations a brand wants to build in people’s minds. As Al Ries and Jack Trout wrote in their classic book Positioning, “positioning is what you do to the mind of the prospect” – a reminder that the goal is to shape perception, not just define the product or business. That said, some still use the term more narrowly, to describe a brand’s place in the market relative to competitors.
Brand Positioning Model – a framework or template used to articulate a brand’s positioning /brand strategy.
Many models are overly complex and risk diluting even the most unique brand proposition.
We recommend keeping it simple – you can read about the most effective positioning models here.
Brand Purpose – the “why” behind a company: why it exists and what role it plays in society beyond making a profit. Brand purpose is often tied to broader societal or environmental goals and overlaps with corporate social responsibility. For example, Patagonia defines its purpose as: “We’re in business to save our home planet”.
You can read about a few examples of purpose-driven brands here.
Brand Salience – the likelihood of your brand being thought of in buying situations. It goes beyond general awareness and looks at whether people associate your brand with relevant needs, moments or cues (e.g., “good for a quick and healthy meal” or “great as a gift”). It’s measured by asking respondents which brands they link to specific buying cues, which should be carefully selected based on category research. According to the Ehrenberg-Bass Institute for Marketing Science, strong salience comes from being linked to many relevant cues and from those cues feeling “fresh and relevant”.
To learn more about other brand KPIs, read this post.
Brand Strategy – the set of associations you want to come to mind when people see, hear about, or think of your brand. It can be captured using one of the popular positioning models (we wrote about them here), explained in the form of brand guidelines, or simply described in just a few words.
A brand strategy is an internal reference point – it should be easy to understand for anyone executing it.
Branding – the collection of assets that identify and distinguish a brand. This includes visual elements like logo, colour palette and typography, as well as other sensory cues such as jingles, sound logos or a distinctive scent.
Some people use the term more broadly to describe the entire process of building a brand, but we believe the narrower, asset-focused definition is more commonly used.
Distinctive Brand Assets – recognisable branding elements such as logos, colours, fonts, packaging shapes, taglines, jingles or icons that help consumers quickly identify a brand across different environments. The term was popularised by the Ehrenberg-Bass Institute for Marketing Science.
Mental and Physical Availability – two key factors that influence brand growth, according to the Ehrenberg-Bass Institute for Marketing Science.
Mental availability – the extent to which a brand comes to mind and is recognised in buying situations. It is built by establishing strong distinctive brand assets and creating strong associations with relevant category entry points (e.g., “I want to eat something healthy” or “I want to treat myself”).
Physical availability – the extent to which a brand is easy to buy. It is built by ensuring the brand is available through the right channels, in the right formats and quantities, and at a price that matches consumers’ needs (as per the Ehrenberg-Bass Institute for Marketing Science).
If you believe any of these definitions need sharpening, or if there are other brand concepts that could use clarification, please let Magda know and we’ll aim to add them to the list.
If you need help with research or want to hire Magda for a brand project, email her at magda@brandstruck.co
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Magda Adamska is the founder of BrandStruck.
https://www.linkedin.com/in/magda-adamska-32379048/
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