Brand Identity
Those elements that are instantly recognized as representing a particular business or product.
Values
Beliefs of a person or social group in which they have an emotional investment (either for or against something).
Brand Cues
Elements that remind customers of brands and their values.
Brand
(v.) to wave or flourish in a menacing or vigorous fashion
Personality
An individual's characteristic pattern of thinking, feeling, and acting.
Touch Points
all possible areas of a business where customers communicate with that business
Brand Promise
A business's agreement (spoken or unspoken) with customers that it will consistently meet their expectations and deliver on its brand characteristics and values.
Corporate Brands
A firm can use its own corporate name to brand all its product lines and products. When all products are sold under one corporate or family brand, the individual brands benefit from the overall brand awareness associated with the family name.