A brand expresses the relationship between an organization and its users. This relationship is measured by all the interactions between the organization and the users. These interactions include a spectrum of “touch points” such as:

• The product or service itself — the ingredients, price, packaging, features, benefits and quality;
• The messages and materials across all media that describe the organization as well as its products and benefits;
• Employees, partners and advocates, not only those who represent the brand externally but also those who support the brand internally;
• The facilities, systems, processes, technologies and programs that help to deliver the product or service;
• The metrics that measure and reflect the organization’s efforts, such as financial performance, operational data, external reputation and corporate culture;
• The satisfaction, morale and fulfillment of all stakeholders, not only customers and employees but also suppliers, partners, investors, media and advocates.

The brand architecture is a visual rendering of the brand identity that summarizes divisions, brands, and products. It depicts how various entities in the organization are unified or affiliated. The brand architecture should also include naming strategy, positioning, and segmentation information. 

A brand book documents all aspects of a brand for internal and external use. A high-quality brand book will include standards and guidelines, brand architecture, visual identity, core messaging and a library that documents proper use of names, logos and marks.

The objective analysis of a brand's "strengths, weaknesses, opportunities, and threats." A SWOT is one tool to diagnose a brand before embarking on a branding (or re-branding) effort. Stakeholder interviews, competitive analysis, and scorecard analysis are other diagnostic elements.

Something is efficacious when it delivers the desired result or has the desired effect. A brand is efficacious when it keeps its brand promise.

Brand equity refers to the strength and value of the brand in the minds of consumers. Equity can be measured in awareness, positive or negative perception, or shareholder value.

Brand experience describes the consumer’s encounters and interactions with ar band, and resulting level of satisfaction.

The brand identity is the way the brand is expressed and remembered. The brand identity is primarily visual and verbal: slogans, logos, imagery and forms. However, a brand identity can be aural (jingles or musical signatures such as Intel) or even textural (the smooth chrome surface of an Airstream trailer).

The brand message is how the brand is articulated so that its uniqueness is conveyed effectively to customers and prospects. It consists of a messaging platform from which all communications cascade. The messaging platform should have three elements: 3-5 core messages; relevant supporting points for the core messages, and editorial guidelines which give additional direction and help establish the brand's voice (its tone, personality, etc.).

From a business perspective, the term “portfolio” is generally used to describe the organization's array of products and services. The "brand" portfolio contemplates not only the individual products, but the architecture of how products and divisions rest underneath a corporate umbrella.

Brand positioning refers to the description of the brand in the context of external factors such as the market landscape, consumer segments and targets, or the competition.

Brand promise is the overall proposition that defines and differentiates the brand. The brand promise is the source of demand in the marketplace. Strong brands keep their promise, and weak brands break their promise.

A brand review board is a cross-functional team that reviews branded materials, establishes standards and templates, and performs compliance audits to alert key stakeholders to any potential problems.

Brand strategy is the effort to build and maintain a positive brand relationship between organization and user, and therefore maximize a brand’s value in the marketplace.

Five key elements of the brand strategy are the promise, the identity, the portfolio, the message, and the experience. These elements, individually and together, are defined, designed, delivered, and evaluated in a four-phase cycle. Unsurprisingly, the role of the brand manager is to oversee both the elements and the cycle.

What are the organization’s beliefs? What does the organization stand for?

What is expected of the people who represent the brand? How will the brand engage, internally and externally?

The  mission statement defines the brand’s primary purpose today, often by answering the question, "Who are you and what do you do?"

The product information binder is a document that defines an organization's products and services. At a minimum, the PIB should contain an adequate description of the product, its main features, benefits, and points of differentiation, as well as clear statement of the value proposition.

Tracking studies are quantitative surveys that help paint a macro picture of the attitudes and perceptions toward the brand within the marketplace. Tracking studies can be designed to measure brand awareness, purchase intent, usage, messaging and satisfaction.

To what does the brand and business aspire?  What impact will be realized in the future?

VOC research is a micro-research tool.  It can be qualitative or quantitative, but the goal in either case is to collect input that zeros in on critical stakeholder groups both within and outside of the organization.