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brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

brand valuation

The process of estimating the total financial value of a brand based on various performance metrics. Factors include earnings, market share, and growth potential.