Glossary

Brand Reputation (or brand reputation) is the totality of perceptions, evaluations, and expectations that the various publics (customers, stakeholders, employees, etc.) have regarding a company or a product/service. It is not what the company says about itself, but what others think of it, which is the result of its history, corporate conduct, public relations, and communication over time.

Brand Positioning, or the positioning of a brand, is the strategic act of defining and communicating the unique value of a brand distinctively in the minds of the target audience. It involves finding and occupying that unique and relevant space that differentiates the company from its competitors.

Brand Personality (or "Brand Personality") is the set of human traits that are attributed to a brand. It serves to give the brand a distinctive character, allowing it to speak, act, and "feel" in a consistent and recognisable way. These traits can range from "sincere" to "competent," from "exciting" to "sophisticated" or "rugged."

Brief Definition The Brand Name (or 'Nome di Marca') is the word, or collection of words, that christens the identity of a company, product, or service. It is the primary and most immediate verbal element that consumers use to identify and distinguish a brand from its competition. It functions as a type of trademark that can be legally protected through registration.

The Brand Manager is the strategic executive responsible for the complete management and development of the image (Brand) of a product or group of related products within a company. They act as the custodian of the brand's identity, values, and reputation, ensuring it remains consistent, recognisable, and aligned with business objectives at every touchpoint.

Brand Loyalty (or brand fidelity) is the result of a positive and lasting relationship between a consumer and a brand. It occurs when a customer develops such a strong preference that they repeatedly choose the products or services of that specific brand, even when faced with competing alternatives that might be cheaper or more convenient. It is a bond that goes beyond simple habit and touches upon emotional spheres, trust, and identification.

Brand Image is the overall perception, the collection of rational and emotional associations, and the reputation that a brand holds in the mind of the public and consumers. It is not what the company says it is, but what the public believes it to be.

Brand Hijacking (literally, "brand hijacking") is the unauthorised appropriation of a company's identity, communication, or brand equity by a third party. This can be a malicious act intended to damage the reputation (for example, through scams or domain theft) or a creative, and often satirical, manipulation carried out by consumers or competitors.

Brand Extension is a marketing strategy that involves using an existing and established brand to launch a product or service in a new product category, different from the one in which the brand usually operates.

Brand Equity (or brand assets) is the intangible value and the collection of resources linked to a brand's name, symbol, or logo, which determine its strength and recognition in the marketplace. It represents the added value a brand manages to create compared to an "objective" product or service. This value essentially resides in the minds of consumers, influencing their perceptions and purchasing decisions.

Brand Development is the continuous, strategic process of creating, launching, strengthening, and managing a brand. It is the collection of all concrete actions undertaken to build and shape the perception and value of a brand in the minds of consumers, in line with business objectives.

Brand Awareness is a metric that measures the degree to which a brand is known, recognised, and recalled by its target audience.

A Brand Ambassador is a person (often an influencer, a testimonial, an employee, or a loyal customer) hired by a company to positively represent the brand, its products, or services, thereby strengthening its image and increasing brand awareness among a target audience. Their function is to act as the face and voice of the brand, embodying its values.

Brand Advocacy (or Advocacy Marketing) is a powerful marketing strategy based on the spontaneous and genuine promotion of a brand by its greatest supporters. These "Brand Advocates" can be extremely satisfied customers, employees, or influencers who sincerely share their positive experiences and recommend the brand to their networks. It represents the ultimate level of consumer loyalty and engagement with the company.

Brand Advertising is the collection of communication and advertising activities whose primary objective is to build, strengthen, and promote a brand's identity, awareness (Brand Awareness), and reputation over the long term, rather than generating an immediate sale.