See also

• Brand
  Brand
  The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
  
  
• Brand orientation
  Brand orientation
  Brand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets....
  
  
• Chief brand officer
  Chief brand officer
  A chief brand officer is a relatively new executive level position at a corporation, company, organization, or agency, typically reporting directly to the CEO or board of directors. The CBO is responsible for a brand's image, experience, and promise, and propagating it throughout all aspects of...
  
  
• Employer branding
  Employer branding
  The term employer brand was first used in the early 1990s to denote an organisation’s reputation as an employer. Since then, it has become widely adopted by the global management community...
  
  
• Predictive analytics
  Predictive analytics
  Predictive analytics encompasses a variety of statistical techniques from modeling, machine learning, data mining and game theory that analyze current and historical facts to make predictions about future events....
  
  
• Brand community
  Brand community
  A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of...
  
  
• Brand engagement
  Brand engagement
  Brand engagement is a term loosely used to describe the process of forming an attachment between a person and a brand. It comprises one aspect of brand management...
  
  
• Brand implementation
  Brand implementation
  Brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal identity carriers. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise...
  
  
• Customer engagement
  Customer engagement
  Customer engagement refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline....
  
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• Emory Brand Institute
  Emory Brand Institute
  Formerly known as the Emory Brand Institute, the Emory Marketing Institute is a non-profit innovation research group based in Atlanta, Georgia. The institute pursues the scientific advancement of brand management...
  
   at Emory University
  Emory University
  Emory University is a private research university in metropolitan Atlanta, located in the Druid Hills section of unincorporated DeKalb County, Georgia, United States. The university was founded as Emory College in 1836 in Oxford, Georgia by a small group of Methodists and was named in honor of...
  
  
• Naming firms
  Naming firms
  Unlike their full service marketing counterparts, naming firms specialize entirely in the linguistic art/science of creating product and company names. Currently there are about 50 naming firms globally. Naming has become big business, with some larger companies investing upwards of $500,000 to...
  
  
• Product naming
  Product naming
  Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization...
  
  
• Visual brand language
  Visual brand language
  Visual brand language is branding terminology for a unique "alphabet" of design elements – such as shape, color, materials, finish, typography and composition – which directly and subliminally communicate a company's values and personality through compelling imagery and design style...
  
  
• Visual merchandising
  Visual merchandising
  Visual merchandising is the activity and profession of developing floor plans and three-dimensional displays in order to maximise sales.Both goods or services can be displayed to highlight their features and benefits...
  
  

Notations

• Brands Trademarks and Advertising, Rodney D. Ryder, Lexis Nexis Butterworths.
• Brand Warfare, David D'Alessandro
  David F. D'Alessandro
  David F. D’Alessandro is a former Fortune 200 CEO and the author of three best-selling business books. While rising through the ranks and serving as chairman and CEO of John Hancock Financial Services, he guided the company through a period of diversification, growth and transformation from a...
  
  , McGraw Hill, New York, 2001, ISBN 0-07-136293-2
• Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer, 2006.
• Bridson, K., and Evans, J., 2004, ‘The secret to a fashion advantage is brand orientation’, International Journal of Retail and Distribution Management, 32(8): 403-11
• Paul Kilburn and Alfred Riachi “Co-Branding VS Branding” Journal of Marketing, 2006
• Aaker, D. A. (2004) Brand Portfolio Strategy, New York: Free Press.
• Olins W. (2003) On Brand. London: Thames & Hudson