Chapter 3

3. The shared values and beliefs of a brand's employees.
5. A specific type of brand partnership where two or more brands are featured together on a product or service.
8. A tool that is used to track and measure the performance of a brand over time.
11. The sum total of all interactions that consumers have with a brand.
13. The process of creating a unique identity for a brand in the minds of consumers.
14. The degree to which consumers are committed to a brand and prefer its products or services over those of its competitors.
16. AUDIENCE the group of people that a brand is trying to reach.
17. The process of creating and managing a brand.
19. A situation that can damage a brand's reputation.
20. A person who represents a brand and promotes it to others.
22. The process of tracking and measuring the performance of a brand.
24. The process of rebuilding a brand's reputation after a crisis.
25. The overall perception of a brand in the minds of consumers.

1. The human-like characteristics that are associated with a brand.
2. A collaboration between two or more brands.
4. The process of changing a brand's identity.
6. The way that a company structures its brands.
7. A set of rules that define a brand's identity and how it should be used.
8. A short phrase that summarizes a brand's unique value proposition.
9. The process of expanding a brand into new product categories.
10. The unique benefits that a brand offers to customers.
12. The value of a brand to a company.
14. A visual symbol that represents a brand.
15. The unique set of characteristics that define a brand and make it distinct from other brands.
18. The degree to which consumers are familiar with a brand and recognize it from other brands.
21. The process of planning, developing, and executing a brand strategy.
23. The narrative that a brand tells about itself.