A brand is a name, term, sign, symbol, association, trademark or design which is intended to identify the products or services of one provider or group of providers, and to differentiate them from those of competitors. A brand has functional and emotional elements which create a relationship between customers and the product or service.


Raleigh Orthopaedic Clinic

Wake Internal Medicine

Integrated BioChem

Kioti Tractor

St Josephs Candler

Nancy and J.C. Lewis Cancer & Research Pavilion


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.

Brand Awareness
Brand awareness is a common measure of marketing communications effectiveness. Brand awareness is measured as the proportion of target customers which has prior knowledge of the brand. It is measured by two distinct measures; brand recognition and brand recall. Brand recognition is the customers’ ability to confirm prior exposure/knowledge of a brand when shown or asked explicitly about the brand (also referred to as aided or prompted awareness). Brand recall is the customers’ ability to retrieve a brand from memory when given the product category but not mentioning of the brand (also referred to as spontaneous or unaided awareness).

Brand Champion
Brand champions are internal and external story tellers who spread the brand vision, brand values and cultivate the brand in an organization. Every organization needs committed and passionate brand champions. The more employees the organisation can turn into brand champions, the better will it be equipped to build and maintain strong brand equity. Singapore Airlines, L’Oreal, Harley Davidson, Nike, Google and LEGO are well-known examples of companies which benefit tremendously from their employees being strong and dedicated brand champions.

Brand Culture
Strong brands are managed by organizations characterized by their strong internal brand cultures. A strong brand culture is determined by the internal attitudes towards branding, management behavior and practices of an organization. These combined efforts are crucial to build and maintain strong brand equity through competitive advantages from branding. The most prominent person to lead these efforts is the CEO and the senior management team.

Brand Equity
The brand equity concept stresses the importance of a brand in marketing strategies, and has become a leading indicator in measuring the strength and value of a brand. Brand equity is defined in terms of the marketing effects uniquely attributable to the brand. Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name. Brand equity can be measured across different dimensions like brand awareness, brand loyalty, perceived quality, brand associations etc.

Brand Equity Strategy
An organization wants to build and maintain strong brand equity for the respective brands in their portfolio including the corporate brand. The brand equity strategy serves as a guide for these marketing efforts and illustrates the plans and tactics needed to meet the brand objectives.

Brand Essence
The brand essence is an articulation of the “heart and soul” of the brand. A brand essence is typical three to five short word phrases that capture the core essence or spirit of the brand positioning and the values characterizing the brand. The brand essence is the description which defines a brand and the guiding vision of the brand.

Branding Excellence
Branding Excellence is both an indicator of brand strength and a unique measure of the brand leadership capabilities of an organization. Strong brands create profitable businesses, and organizations must seek to obtain branding Excellence to benefit and leverage fully from branding. A strong brand is characterized by a unique brand promise, and an outstanding brand delivery, and branding excellence measures this balance and the outcome including guidance on how to improve. Branding Excellence measures and describes how brand leadership internally in a corporation can add significant value in terms of brand strength and brand value.

Brand Expansion