64. Brand PlanningProcessive steps toward Brand development and further brand implementation.Проектірованіе бренду ???????? ?? 65. Brand PersonalityBrand image or identity expressed in terms of human characteristics. Distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and perceptions. What people associate the brand with. # "Justify">???? , ???? 67. Brand MissionAn aspirational purpose for the brand to existThe brand mission can be refined to a simple, three-part directive: Grow the customer, grow the brand, grow the business. That s what brand builders do. Their job is to grow their customers beyond the reach of competitors. # "Justify">????? 68. Brand MeasurementThe process, usually quantitative in nature, for tracking and measuring the brand s performance and economic value over time.Ізмереніе бренду ? ??? ; ?? , ?? 69. Brand LoyaltyThe strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behaviour or price sensitivity. # "Justify">??? ?? 70. Brand LengthДліна бренду ??? ?? 71. Brand LegendThe story behind the brand.Легенда Бренда ?? ?? 72 . Brand LanguageThe purposeful creation or adaptation of words or phrases that will become the core element of the brand and its communication style.Язик бренду ??? ?? 73. Brand ImageA unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. # "Justify">?????????? 74. Brand HealthНабор параметрів, за якими оцінюється ринковий стан бренда.Здоровье бренду ??????? ??? 75. Brand HarmonizationThe synchronization of all brand identity elements, across a line of products or services and/or across geographic markets.Гармонізація бренду ??? ?? 76. Brand ExtensionThe application of a brand beyond its initial range of products, or outside of its...
