Definition | Meaning

1. The competitive brand landscape within a category or across related categories.

Example | Illustration

Etymology | Origin

• coined from brand + landscape

Definition | Meaning

1. A systematic, comprehensive plan for the development of a brand.

Example | Illustration

Etymology | Origin

Definition | Meaning

1. The distinctive benefit associated with a brand by its customers.

Example | Illustration

Etymology | Origin

Definition | Meaning

1. The human traits associated with a brand by its customers.

Example | Illustration

Etymology | Origin

Definition | Meaning

1. The entire set of names associated with a given brand, including the names of any associated descriptors, features, benefits, etc., as well as the complete brand name itself.

Example | Illustration

Etymology | Origin

Definition | Meaning

1. Any situation where a single brand name dominates its category.

Example | Illustration

• in the United States, the Jell-O brand name dominates the gelatin dessert category

Etymology | Origin

Definition | Meaning

1. The complete set of feelings and beliefs a customer has about a given brand.

Example | Illustration

Etymology | Origin

Definition | Meaning

1. The totality of the elements which identify a brand, including its name, tagline, color scheme, logo, symbols, unique look-and-feel, etc.

Example | Illustration

Etymology | Origin

Compare | See

• brand expression

Definition | Meaning

1. The outward expression of a brand identity.

Example | Illustration

Etymology | Origin

Compare | See

• brand identity