Brand properties

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

Properties in this section: 17

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brando:brandArchitectureRole

Field	Value
Description	The role this brand plays in the broader brand architecture (e.g. master brand, endorsed brand, sub-brand).
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: brandArchitectureRole
Canonical URL	https://brandoschema.com/properties/brandArchitectureRole

brando:brandNarrative

Field	Value
Description	Longer-form narrative that explains the brand's origin, evolution, and purpose.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: brandNarrative
Canonical URL	https://brandoschema.com/properties/brandNarrative

brando:brandPromise

Field	Value
Description	The core commitment or experience the brand guarantees to deliver.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: brandPromise
Canonical URL	https://brandoschema.com/properties/brandPromise

brando:competitorContext

Field	Value
Description	Summary of competitors, adjacent solutions, and how the brand differentiates.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: competitorContext
Canonical URL	https://brandoschema.com/properties/competitorContext

brando:coreValues

Field	Value
Description	Foundational principles and beliefs that guide brand decisions and behaviours.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: coreValues
Canonical URL	https://brandoschema.com/properties/coreValues

brando:governanceModel

Field	Value
Description	Description of how the brand is governed (e.g. centralised, federated, hybrid) for decision-making and approvals.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: governanceModel
Canonical URL	https://brandoschema.com/properties/governanceModel

brando:hasAutomationRule

Field	Value
Description	Links a brand to automated governance rules and triggers.
Values expected	brando:AutomationRule List of brando:AutomationRule values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: hasAutomationRule
Canonical URL	https://brandoschema.com/properties/hasAutomationRule

brando:hasCampaign

Field	Value
Description	Links a brand to time-bound campaigns that may temporarily adjust rules and tokens.
Values expected	brando:Campaign List of brando:Campaign values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: hasCampaign
Canonical URL	https://brandoschema.com/properties/hasCampaign

brando:hasContext

Field	Value
Description	Links a brand to one or more activation contexts in which it operates.
Values expected	brando:Context List of brando:Context values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: hasContext
Canonical URL	https://brandoschema.com/properties/hasContext

brando:hasProductCategory

Field	Value
Description	Links a brand to its branded product or service category taxonomy nodes.
Values expected	brando:BrandedCategory List of brando:BrandedCategory values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: hasProductCategory
Canonical URL	https://brandoschema.com/properties/hasProductCategory

brando:hasProductPersona

Field	Value
Description	Links a brand to its branded product or service category taxonomy nodes.
Values expected	brando:BrandedCategory List of brando:BrandedCategory values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: hasProductPersona
Canonical URL	https://brandoschema.com/properties/hasProductPersona

brando:hasSyntheticPersona

Field	Value
Description	Links a brand to its branded product or service category taxonomy nodes.
Values expected	brando:BrandedCategory List of brando:BrandedCategory values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: hasSyntheticPersona
Canonical URL	https://brandoschema.com/properties/hasSyntheticPersona

brando:inheritsPolicies

Field	Value
Description	Indicates whether a sub-brand inherits governance policies from its parent brand.
Values expected	Boolean List of Boolean values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: inheritsPolicies
Canonical URL	https://brandoschema.com/properties/inheritsPolicies

brando:inheritsTokens

Field	Value
Description	Structured definition of which expression tokens (verbal, visual, audio) are inherited and how.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: inheritsTokens
Canonical URL	https://brandoschema.com/properties/inheritsTokens

brando:marketPosition

Field	Value
Description	How the brand positions itself in its category relative to alternatives and peers.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: marketPosition
Canonical URL	https://brandoschema.com/properties/marketPosition

brando:missionStatement

Field	Value
Description	The brand's core purpose and day-to-day reason for existing.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: missionStatement
Canonical URL	https://brandoschema.com/properties/missionStatement

brando:visionStatement

Field	Value
Description	The aspirational future state the brand is working toward.
Values expected	Text List of Text values
Used on	brando:Brand
Vocabulary path	Brand > Property > Brand :: visionStatement
Canonical URL	https://brandoschema.com/properties/visionStatement