the ideas, feel­ings, or beliefs that people have about a specific product, service, or company. In addi­tion, orga­ni­za­tions and other enti­ties such as museums, neigh­bor­hoods, groups of people, and coun­tries can be branded. Branding includes the emotional as well as the func­tional aspects that a person asso­ciates with a partic­ular entity or product — aspects which differ­en­tiate it from the offer­ings of other compa­nies or orga­ni­za­tions. Since a person’s idea of a brand stems from his or her own feel­ings and percep­tion, one can say that it is really people who create brands, whereas compa­nies and orga­ni­za­tions create prod­ucts and services. (DE)
brand iden­tity
the outward expres­sion of a brand, including its name, trade­mark, commu­ni­ca­tions and visual appear­ance (Neumeier)
brand strategy
Compa­nies develop tools such as a brand strategy to influ­ence the consumer’s idea, feel­ings, or beliefs about a specific product or service. Brand strategy is basi­cally how orga­ni­za­tions create and posi­tion their offer­ings in the market place in order to achieve brand differ­en­ti­a­tion and brand rele­vance. Differ­en­ti­a­tion pertains to the unique­ness that may distin­guish one’s product or service from the offer­ings of competi­tors, while brand rele­vance is the degree that a service or product meets the need or wants of it target audi­ence. Compa­nies want people to asso­ciate what they have to offer with a good branding expe­ri­ence and with posi­tive feel­ings for their product or service. (DE)
CRM — Customer rela­tion­ship manage­ment
system soft­ware to manage customer rela­tion­ships
any place where people come in contact with a brand, including product use, pack­aging, adver­tising, edito­rial, movies, events, store envi­ron­ments, company employees and casual conver­sa­tions (Neumeier)
Web 2.0
a vague collec­tive term for the websites that have appeared in the last few years which focus on social inter­ac­tion and networking, and which give users far more control over their content. Exam­ples are blog­ging, podcasts, wikis, social book­marking, collab­o­ra­tion spaces, music and video sharing.


Design Ency­clo­pedia (DE)

Neumeier, Marty (2004). The Dictio­nary of Brand, published by AIGA