Brand Aid, 2nd Edition

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understanding the language of branding

It is important to establish a common brand management vocabulary in your organization. Establishing this common vocabulary will ensure that people can communicate with fewer misunderstandings. More important, it will help communicate and reinforce key brand management principles.

I worked with organizations in which different managers used different terms to describe positioning the brand. Terms ranged from “essence” and “promise” to “position” and “unique value proposition.” This caused great confusion. I worked with other organizations that struggled with the differences among master brand, family brand, parent brand, umbrella brand, corporate brand, brand, subbrand, endorsed brand, product brand, etc. ...