Marty Neumeier is known for writing branding classics like The Brand Gap and Zag. In his 2016 book, The Brand Flip, Neumeier introduced his Brand Commitment Matrix, which he describes as a “basic contract” brand owners can create between their company or brand and its customers.
A brand audit is a comprehensive examination of a brand across all its touchpoints.
Brand experience is the totality of all sensations, feelings, thoughts, and actions evoked by a brand.
Brand identity is the cumulative expression of a brand to target audiences.
Brand strategy is an articulation of the ideas upon which a brand is built and/or the plan for systematically expressing those ideas through identity and brand experience(s).
Brand personality is a set of human personality traits ascribed to a brand.
A brand position is the conceptual territory claimed by a brand relative to other brands.
A brand is the idea, identity, and experience of an entity, including tangible and intangible qualities.