Тезаурусное моделирование терминосистемы "брендинг"
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ild.eu/branding-glossary/brand-culture/Культура бренда?????,????81. Brand CognitionConsumers perception of a brand concept. The brand promise (statements, actions and experience) is interpreted by consumers and manifested as an expectation (the assumption that the brand will act in a given manor).Сознание бренда?????82. Brand ConvictionУбеждение бренда????, ?????83. Brand ChoiceВыбор Бренда?????84. Brand CharacterFunctionally, brand character is the spine (позвоночник) of a company. Its 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 бренда?????,????85. Brand AllianceАльянс Брендов?????,????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 брендов????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.Развитость брэнда?????88. Brand MapA graphical representation of competing brands in relation to one another based on peoples perceptions.Карта бренда Бренд-карта?????89. Brand BookA unique articulation (ясное выражение) 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 brands story for all constituents fulfilling a pledge to be consistent in execution.