Place Branding: Some Starting Definitions

People seem a bit confused about "branding," which is a subject of growing interest in economic development. The starting place is defining "branding" and its various aspects. Maybe this will help.

Brand Equity: The power of a brand — through successful creation of a positive image — to shift demand and change customer behavior.

Brand Identity: The visible elements that can be used to identify a brand (name, logotype, symbol, product configuration, service offering and packaging).

Brand Image: The complete bundle of thoughts a customer has in his or her mind about a company, product or service developed through communications and experience, including the distinguishing "human" characteristics of a brand personality (e.g., warm and friendly, strong and reliable).

Brand Promise: A statement of the enduring, relevant and distinctive benefits customers associate with a product, service or company.

Brand Strategy: Long-term plan for the brand including a determination of key audiences and an understanding of what those audiences need to know about the brand and experience.