Brand Identity
How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity.
Brand Image
The perception of your product or your brand by the consumer.
Brand Manager: Person who has marketing responsibilities to develop and execute marketing programs that increase brand identity and awareness for a specific product.
Brand Attributes
Brand attributes are the functional and emotional associations which are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different customer segments, markets and cultures. Brand attributes are the basic elements for establishing a brand identity.
Brand Audit
A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to assess the health of the brand, uncover its sources of equity and suggest ways to improve and leverage that equity. The brand audit requires the understanding of brand equity sources from the perspective of both the firm and the consumer.
