Glossary of Terms
Market Leadership Position
The Market Leadership Position is a concise statement that identifies whether a brand is a leader or challenger, and the scope of the leadership position within a specific product or market segment, attribute, geography, or innovation.
The Market Leadership Position provides a singular statement that should always be kept at the forefront of decision-making, including:
- defining product innovation
- avoiding feature creep
- informing hiring practices
- developing marketing content
- training customer service roles
Brand Value Proposition
The Brand Value Proposition identifies the specific company attributes and customer benefits that justify ownership of a Market Leadership Position.
The Brand Value Proposition serves as the standard by which all sales and marketing content is developed and evaluated. If content does not utilize or reinforce this position, it is not contributing to the strength of the brand and its market leadership.
Brand Story
The Brand Story presents a comprehensive narrative of the brand. It incorporates rational and emotional elements from the Market Leadership Position, Brand Value Proposition, and Brand Personality as well as significant events from company and industry history.
The Brand Story communicates:
- why we root for the brand’s success
- the brand’s purpose beyond profit
- challenges overcome and opportunities seized
- history and dynamics of the brand’s industry
For definitions to other branding terms a great resource is The UNC brand glossary where you can find definitions for terms like:
Brand, Brand Message, Editorial Style, Logo, Sub-Brand and more.
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