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	Description	Values	Used on
brando:brandArchitectureRole	The role this brand plays in the broader brand architecture (e.g. master brand, endorsed brand, sub-brand).	Text List of Text values	brando:Brand
brando:brandNarrative	Longer-form narrative that explains the brand's origin, evolution, and purpose.	Text List of Text values	brando:Brand
brando:brandPromise	The core commitment or experience the brand guarantees to deliver.	Text List of Text values	brando:Brand
brando:competitorContext	Summary of competitors, adjacent solutions, and how the brand differentiates.	Text List of Text values	brando:Brand
brando:coreValues	Foundational principles and beliefs that guide brand decisions and behaviours.	Text List of Text values	brando:Brand
brando:governanceModel	Description of how the brand is governed (e.g. centralised, federated, hybrid) for decision-making and approvals.	Text List of Text values	brando:Brand
brando:hasAutomationRule	Links a brand to automated governance rules and triggers.	brando:AutomationRule List of brando:AutomationRule values	brando:Brand
brando:hasCampaign	Links a brand to time-bound campaigns that may temporarily adjust rules and tokens.	brando:Campaign List of brando:Campaign values	brando:Brand
brando:hasContext	Links a brand to one or more activation contexts in which it operates.	brando:Context List of brando:Context values	brando:Brand
brando:hasProductCategory	Links a brand to its branded product or service category taxonomy nodes.	brando:BrandedCategory List of brando:BrandedCategory values	brando:Brand
brando:hasProductPersona	Links a brand to its branded product or service category taxonomy nodes.	brando:BrandedCategory List of brando:BrandedCategory values	brando:Brand
brando:hasSyntheticPersona	Links a brand to its branded product or service category taxonomy nodes.	brando:BrandedCategory List of brando:BrandedCategory values	brando:Brand
brando:inheritsPolicies	Indicates whether a sub-brand inherits governance policies from its parent brand.	Boolean List of Boolean values	brando:Brand
brando:inheritsTokens	Structured definition of which expression tokens (verbal, visual, audio) are inherited and how.	Text List of Text values	brando:Brand
brando:marketPosition	How the brand positions itself in its category relative to alternatives and peers.	Text List of Text values	brando:Brand
brando:missionStatement	The brand's core purpose and day-to-day reason for existing.	Text List of Text values	brando:Brand
brando:visionStatement	The aspirational future state the brand is working toward.	Text List of Text values	brando:Brand

Context properties

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

Property	Description	Values	Used on
brando:audiencePersona	Persona-style archetypes representing typical users in this context.	Text List of Text values	brando:Context
brando:audienceSegment	Strategic grouping of individuals who share needs or characteristics relevant to this context.	Text List of Text values	brando:Context
brando:domainContext	Operational, legal, channel, regional, and use-case conditions encoded as a structured JSON payload.	Text List of Text values	brando:Context