`brando:Brand`

Core brand identity node extended with governance, architecture, and AI-ready semantics.

rdfs:comment
Core brand identity node extended with governance, architecture, and AI-ready semantics.

Term definition

IRI: brando:Brand
Type: owl:Class

Superclasses:

schema:Intangible
schema:Brand

In vocabulary: Brand Oracle (Brando) Vocabulary v1.3
Status: Stable

Alignment with external vocabularies

brando:Brand is designed to interoperate with external web, commerce, and product vocabularies:

It aligns with schema:Brand for broad web, search, and assistant compatibility.
In GS1-based implementations, brando:Brand can be mapped to GS1 brand/party concepts (e.g. via schema:sameAs, owl:sameAs, or mapping tables), while product and category semantics are primarily handled through brando:BrandedCategory, brando:ProductItem, and their alignment with gs1:Product and GS1 classification codes.

Intended usage

Use brando:Brand to model:

the canonical brand entity in your Brand Knowledge Graph,
the root of brand governance, from which policies and automation rules can be inherited,
the attachment point for expression tokens (default brand voice, visual system, audio identity),
the anchor for product/category graphs (brando:hasProductCategory, brando:hasProductItem),
and the integration point to external systems (brando:externalSystem, brando:externalSystemId).

A single organisation may have:

one brando:Brand (monolithic brand),
many brando:Brand nodes in a house-of-brands or branded house architecture,
or hybrid structures where some brands inherit policies/tokens from others.

In GS1-aware commerce stacks, brando:Brand typically sits above:

brando:BrandedCategory nodes that can reference GS1 / GPC / UNSPSC / Google taxonomies, and
brando:ProductItem nodes that subclass gs1:Product / schema:Product to represent individual sellable items.

Commonly used properties on brando:Brand include:

Identity & architecture

schema:name – human-readable brand name.
brando:missionStatement – mission / purpose text.
brando:coreValues – list of core values / principles.
brando:brandArchitectureRole – role in the portfolio (e.g. “master brand”, “endorsed brand”).
brando:inheritsTokens – indicates token inheritance from another brando:Brand.
brando:inheritsPolicies – indicates policy inheritance from another brando:Brand.

Expression tokens

brando:usesVerbal – default verbal identity (tone, voice, behaviours).
brando:usesVisual – default visual identity (logo, colour, typography, imagery).
brando:usesAudio – default audio identity (voice, sonic logos, cues).

These can be overridden or specialised at brando:Context, brando:BrandedCategory, and brando:ProductItem levels.

Contexts & governance

brando:hasContext – links a brand to one or more brando:Context nodes (channels, markets, surfaces).
brando:hasPolicy – associates governance rules (brando:Policy) with the brand.
brando:hasAutomationRule – associates automated governance rules (brando:AutomationRule) with the brand.

Products & categories

brando:hasProductCategory – links the brand to brando:BrandedCategory nodes (brand-specific taxonomies, which can map to GS1 GPC, UNSPSC, and Google Product Taxonomy).
brando:hasProductItem – links directly to individual brando:ProductItem instances (SKUs / items), which can subclass gs1:Product and participate in GS1-based product modelling.

Integrations & files

brando:externalSystem – links the brand to external applications / platforms that use Brando data.
brando:externalSystemId – binds the brand to IDs used in external tools.
brando:downloadableFile – references canonical, downloadable brand files (e.g. guidelines PDFs, brand books).
brando:supportingFile – references supporting assets (e.g. logo packs, design templates, training docs).

Example (JSON-LD)

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.com/"
  },
  "@id": "https://example.com/brand/northstar",
  "@type": "brando:Brand",
  "schema:name": "Northstar",
  "brando:missionStatement": "Financial clarity with absolute trust.",
  "brando:coreValues": [
    "Clarity over complexity",
    "Do the right thing",
    "Long-term alignment with customers"
  ],

  "brando:usesVerbal": {
    "@id": "https://example.com/brand/northstar/tokens/verbal/default",
    "@type": "Brando:VerbalIdentity",
    "schema:name": "Northstar – default voice"
  },

  "brando:usesVisual": {
    "@id": "https://example.com/brand/northstar/tokens/visual/default",
    "@type": "Brando:VisualIdentity",
    "schema:name": "Northstar – core visual system"
  },

  "brando:hasContext": [
    {
      "@id": "https://example.com/brand/northstar/context/retail-chatbot",
      "@type": "brando:Context",
      "schema:name": "Retail banking chatbot – UK"
    },
    {
      "@id": "https://example.com/brand/northstar/context/web-product-pages",
      "@type": "brando:Context",
      "schema:name": "Public product detail pages"
    }
  ],

  "brando:hasProductCategory": {
    "@id": "https://example.com/brand/northstar/category/current-accounts",
    "@type": "brando:BrandedCategory",
    "schema:name": "Current Accounts"
  },

  "brando:hasProductItem": [
    {
      "@id": "https://example.com/product-item/northstar/current-account/standard",
      "@type": "brando:ProductItem",
      "schema:name": "Northstar Standard Current Account",
      "schema:sku": "NS-CA-STD-001"
    },
    {
      "@id": "https://example.com/product-item/northstar/current-account/premium",
      "@type": "brando:ProductItem",
      "schema:name": "Northstar Premium Current Account",
      "schema:sku": "NS-CA-PRM-001"
    }
  ],

  "brando:hasPolicy": {
    "@id": "https://example.com/brand/northstar/policies/regulated-claims",
    "@type": "brando:Policy",
    "schema:name": "Regulated financial claims – global",
    "brando:enforcementLevel": "mandatory",
    "brando:riskTag": [
      "financial-regulation",
      "consumer-protection"
    ]
  }
}

Example (YAML)

@context:
  schema: https://schema.org/
  brando: https://brandoschema.com/

@id: https://example.com/brand/northstar
@type: brando:Brand

schema:name: Northstar
brando:missionStatement: Financial clarity with absolute trust.
brando:coreValues:
  - Clarity over complexity
  - Do the right thing
  - Long-term alignment with customers

brando:usesVerbal:
  @id: https://example.com/brand/northstar/tokens/verbal/default
  @type: Brando:VerbalIdentity
  schema:name: Northstar – default voice

brando:usesVisual:
  @id: https://example.com/brand/northstar/tokens/visual/default
  @type: Brando:VisualIdentity
  schema:name: Northstar – core visual system

brando:hasContext:
  - @id: https://example.com/brand/northstar/context/retail-chatbot
    @type: brando:Context
    schema:name: Retail banking chatbot – UK
  - @id: https://example.com/brand/northstar/context/web-product-pages
    @type: brando:Context
    schema:name: Public product detail pages

brando:hasProductCategory:
  @id: https://example.com/brand/northstar/category/current-accounts
  @type: brando:BrandedCategory
  schema:name: Current Accounts

brando:hasProductItem:
  - @id: https://example.com/product-item/northstar/current-account/standard
    @type: brando:ProductItem
    schema:name: Northstar Standard Current Account
    schema:sku: NS-CA-STD-001
  - @id: https://example.com/product-item/northstar/current-account/premium
    @type: brando:ProductItem
    schema:name: Northstar Premium Current Account
    schema:sku: NS-CA-PRM-001

brando:hasPolicy:
  @id: https://example.com/brand/northstar/policies/regulated-claims
  @type: brando:Policy
  schema:name: Regulated financial claims – global
  brando:enforcementLevel: mandatory
  brando:riskTag:
    - financial-regulation
    - consumer-protection

brando:Brand