Убежденіе бренду ???? , ????? 83. Brand ChoiceВибор Бренда ??? ?? 84. Brand CharacterFunctionally, brand character is the spine (хребет) of a company. It s evident when a company is accountable to the values ​​that make it stand tall. This means accountability in action, not on paper. Brand character draws a line that moral weakness cannot cross.Характер бренду ?????????? 85. Brand AllianceАльянс Брендів ??? ??????? 86 . Brand PortfolioThe range of brands held by a single company. Assembling a portfolio of brands with significant diversification can reduce risk by amortizing exposure.Портфель брендів ?? ?? < span align = "justify"> 87. Brand LeverageThe ability of a brand to capitalize on its equity by increasing its appeal to a broader customer group, extend to new products, and expand to new markets and/or categories.Развітость бренду ????? 88. Brand MapA graphical representation of competing brands in relation to one another based on people's perceptions.Карта бренду Бренд-карта ??? ? ? 89. Brand BookA unique articulation (ясне вираження) of the brand in both words and visuals which brings the brand and its story to life.Usually directed at internal audiences, brand books are now developed to tell the brand s story for all constituents fulfilling a pledge to be consistent in execution. # "Justify">????? 90. Brand ExperienceThe pledged experience. The customer experience must be in close alignment to the brands promise. # "Justify">???? ? 91. Master BrandThis is the principal brand name a company uses for products and services across a business. The masterbrand is usually combined with individual names to make sub-brands. # "Justify">? ??????? 92. Brand BenefitAn advantage derived from using a brand. The benefits judged most important by the audience and the brand s promoters form the core of the brand.Вигода бренду ???? ?????? 93. Brand AttributesThe functional and emotional associations which are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive, and can have different degrees ...
