It is a relationship system between the identification elements of a company's brands with the market, and with each other.

Concept linked to the idea of impact on the results of a company or its sector. We understand Accountability as a company's commitment to evaluating the results of its actions or investments.

Professional designated in an organization to manage the set of plans and actions related to a particular brand and its products. Usually someone belonging to the marketing area of companies, but increasingly open to the participation of professionals from other areas as well.

Expression used to name the results of a company. They can be economic, social or environmental.

Consumer groups or segments that demonstrate homogeneity, whether in relation to their attitudes or opinions on a topic, or in relation to purchasing behavior within a business area.

A business development process based on the ability of a given brand to be used outside its original territory. Not to be confused with line extension, which is just a product/service derivation within the same business area.

Everything in which an organization has authentic production expertise, whether in the area of products or services. *See Vision and Values.

The raison d'être of a company or brand, its promise to the world, what justifies the brand's existence and perpetuation. It reveals what the world would irretrievably lose if the company or brand disappeared tomorrow.

A communication technique for brands that formulates an inspiring narrative about their role in the consumption habits of their consumers.

It is the way a brand expresses itself to its audience. Such a tone defines your personality and must be respected in all its manifestations.

A measure of brand recall or consumer awareness of it.

A set of principles and processes that make it possible to manage, in an organized way, the brand of a company or its products, with the aim of enhancing its ability to generate business, feed motivational pride and establish stable and sustainable relationships with all its audiences.

Brand economic evaluation. Methods through which it is possible to monetarily estimate the value of this intangible asset, the brand.

All communication activities and initiatives, training that allow the internal public of employees to fully understand the role that the brand has for the company and for the market it serves.

Index that measures the ability to generate more business with the same people.

An organized set of perceptions and feelings that represent how a product, service, company, institution must be seen by the public to whom it is addressed.

A systematic process of creation that defines the word, acronym or linguistic sign that represents the brand. That is, your brand name.

Return On Brand Investment – Similar concept to ROI (Return on Investments). In this case, however, ROBI refers to measuring the results (returns) of investments made exclusively in the brand.

Set of all audiences, internal and external to the company, that relate to it and its brands. These are some of the audiences that make up this group: employees of the organization, senior management and management, shareholders, suppliers, customers, consumers, institutions, entities, publishing segments and government.

The future benchmark that sets out how the organization intends to become recognized within a given time frame. 

They are assets that do not have a physical existence and belong to a particular company and contribute to the generation of the results of that company.

Brands are intangible assets for the same reason and are also responsible for generating cash flow.

Although subject to several different definitions in business language, it is, above all, the percentage that the economic value of the brand represents in the total value of the company that owns its property.

Aggressive persuasion of marketers and advertising professionals about consumers through the triggering of psychological tricks that exploit their deepest fears, dreams and desires.

An initiative that can have a social, environmental, ecological character and that is embraced by an organization, contributing to meet recognizedly relevant needs in those areas.

Product without a clear differential identity, without a Branding policy, where what counts as a purchase decision criterion are its price and technical specifications only.

Current expression in the business world that designates the market share of a particular brand or company within its sector.

It is the way to express what is most essential in a brand's identity so that it occupies a distinct and valued place in the minds of target customers. This is a concept originally created by All Ries and Jack Trout.

That's what the name suggests: confusion, mix, mess... It's the loss of control over the brand's manifestations in its multiple applications: graphic, electronic, virtual

The term is used to indicate all contact (or encounter) opportunities that may exist or may be planned to occur between consumers and a brand. David Aaker prefers to replace this term with Proof Points.

The set of principles that guide the way in which the organization and its members operate and behave, not only internally but in their relationships with all of their audiences.