6 terms
Brand awareness in branding is the degree to which buyers recognize or recall a brand and link it to a category when a purchase need arises.
Brand equity is the extra value a brand name adds to a product, shown in price premiums, loyalty and preference beyond its functional features.
Brand positioning is the distinctive place a brand deliberately occupies in its target customers' minds relative to competitors, built on a relevant benefit.
Brand strategy is the long-term plan that defines what a brand stands for, whom it serves and how it should be perceived to build lasting preference.
Brand trust is a customer's willingness to rely on a brand to keep its promises, built through competence, integrity and consistent experience.
Brand voice in branding is the consistent personality a brand expresses through its words, defining how it sounds to customers across every channel.