Brand and context

Brand and context properties for identity, portfolio structure, audience, channel, market, and activation scope.

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Sections

Section	Properties	Purpose
Brand properties	17	Core brand identity, architecture, governance attachment, portfolio, and inheritance properties.
Context properties	3	Audience, channel, market, journey, and activation-context properties.

Properties

Brand properties

Core brand identity, architecture, governance attachment, portfolio, and inheritance properties.

Property	Definition	Values	Used on
brando:brandArchitectureRole	Role of the brand within the wider brand architecture.	Text List of Text values	brando:Brand
brando:brandNarrative	Long-form narrative that explains the brand's origin, purpose, and story.	Text List of Text values	brando:Brand
brando:brandPromise	Core commitment the brand is expected to deliver.	Text List of Text values	brando:Brand
brando:competitorContext	Summary of relevant competitors, alternatives, and points of differentiation.	Text List of Text values	brando:Brand
brando:coreValues	Foundational principles the brand is expected to uphold.	Text List of Text values	brando:Brand
brando:governanceModel	Operating model that defines how brand decisions and approvals are governed.	Text List of Text values	brando:Brand
brando:hasAutomationRule	Links the node to an automation rule that governs runtime behaviour.	brando:AutomationRule List of brando:AutomationRule values	brando:Brand
brando:hasCampaign	Links the node to a campaign that affects or contextualises it.	brando:Campaign List of brando:Campaign values	brando:Brand
brando:hasContext	Links the node to a context in which it is used or governed.	brando:Context List of brando:Context values	brando:Brand
brando:hasProductCategory	Links the brand to one or more branded product or service categories.	brando:BrandedCategory List of brando:BrandedCategory values	brando:Brand
brando:hasProductPersona	Links the node to one or more persona-card entities associated with its offer portfolio.	brando:PersonaCard List of brando:PersonaCard values	brando:Brand
brando:hasSyntheticPersona	Links the node to one or more synthetic-persona entities used for testing, simulation, or controlled generation.	brando:SyntheticPersona List of brando:SyntheticPersona values	brando:Brand
brando:inheritsPolicies	Indicates whether the node inherits policies from its parent brand or parent scope.	Boolean List of Boolean values	brando:Brand
brando:inheritsTokens	Specifies which expression tokens are inherited and how inheritance is applied.	Text List of Text values	brando:Brand
brando:marketPosition	Statement of the brand's position relative to competitors and category alternatives.	Text List of Text values	brando:Brand
brando:missionStatement	Statement of the brand's current purpose and reason for operating.	Text List of Text values	brando:Brand
brando:visionStatement	Statement of the future state the brand aims to achieve.	Text List of Text values	brando:Brand

Context properties

Audience, channel, market, journey, and activation-context properties.

Property	Definition	Values	Used on
brando:audiencePersona	Persona archetype representing a typical audience member in the context.	Text List of Text values	brando:Context
brando:audienceSegment	Audience segment or customer grouping to which the context applies.	Text List of Text values	brando:Context
brando:domainContext	Structured description of the operating conditions, domain constraints, and use-case context.	Text List of Text values	brando:Context