Authenticity: Embracing the brand’s identity and remaining in alignment with that identity.

Brand: The sum of perceptions and expectations consumers have about the product/service/entity

Brand Extension
: Using a well-developed brand name in a different product category so as to boost and leverage brand equity.

Brand Claim: Also referred to as a tagline or slogan, this is the brand’s promise that distinguishes it from the competition and establishes the value of the product/service/entity.

Commodity: When a product/service/entity either lacks a brand or has such a weak brand that it is instead perceived as just another commodity, forcing it to compete on pricing alone rather than perceived value.

Consistency: a product/service/entity always presenting itself in alignment with its brand throughout all the brand’s usage and thereby increasing its brand’s value

Enforcement: the process of ensuring that the brand is correctly  applied throughout all its usage

Equity: An intangible asset contingent on consumers’ perception of the brand and gauged by the brand’s commanding price, the brand’s extensions into different product categories and its consumers’ attitudes toward its products/services/entities.

Perception: a consumer’s belief in how the brand will benefit him – practically (ease of use, quality, reliability, speed, etc.) and emotionally (gratification, happiness, attractiveness, etc.)

Positioning: the strategy of maneuvering a brand into a desirable position in the consumer’s mind and distinguishing it from competing brands in the same or similar categories

Top of Mind: a brand strong enough to command positive attention in the consumer’s mind and engender loyalty

Touchpoint: The sum of all the physical, communication and human interactions consumers experience during their life cycle with the brand