What a brand is called
Brand name
How much people are aware of the brand
Brand awareness
Visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds
Brand image
When a product doesn't fit the company's brand
Off-brand
Value (monetary or not) that a brand adds to a product or service
Brand equity
When people buy a brand again and again
Brand loyalty
The promotion of a particular product or company by means of advertising and distinctive design
Branding
When a company uses one of its established brand names on a new product or new product category. It's sometimes known as brand stretching.
Brand extension
