Glossary - INBRASA - Strategic Branding Institute "Alpha"

№	Term	Explanation
1	Brand	The intangible sum of product properties: its name, packaging, price, history, reputation and promotion methods. /David Ogilvy/
2	Strategic Branding	Simultaneous, multi-level, strategically oriented process of forming the state as a brand — reconfiguration and repositioning of the country, with the aim of efficient and systemic promotion of its uniqueness, interests and opportunities inside the state and outside it. Strategic branding is applicable only in direct connection with the concept of "sociocracy". Levels of strategic branding: — people (forming them as sociocrats, i.e., the socium of the actual future) — companies (as component parts of the state) — the country as a whole /Elena Radu/
3	Socium	Derived from the Latin words "socium" — common; "socius" — common, joint (also "comrade", "companion"). Synonym for the word "society". It is a human community, the specifics of which are represented by the relationships of people among themselves, their forms of interaction and association. /Wikipedia/
4	Sociocracy	The trinity of power, state construction and socium, the engine and center of which is the human, and which is oriented towards human development as a personality. — Power* is represented by human-centric instruments and influence and everything related to the human (their rights, obligations, dignity). — State construction is formulated and assembled according to the elements of the country-brand. — Socium is multifaceted, possesses critical thinking, is creative, through its every voice formulates itself, its progress, power within and over itself. *E. Radu, "Paradigm of the new era – sociocracy"
5.1	Elements of the country-brand: NAME	The name of the country-brand – is its name, officially recognized by its own people and the international community. Fragment from the article "Strategic Vision of the RM": The name of our state-brand – Republic of Moldova. Compound name, carries history and modernity: Moldova (historical part of the name), Republic (modern part of the name, reflecting the form of government).
5.2	Elements of the country-brand: PACKAGING	The packaging of the country-brand – is what allows identifying the country as a unique unit. The packaging of the "Republic of Moldova" brand includes: — geography (location and internal structure) — climate — natural resources (incl. ecology) — neighboring countries — strategic partners (countries and organizations) — development partners (countries and organizations)
5.3	Elements of the country-brand: PRICE	The price of the country-brand – is what communicates the value of the country inside itself and outside. Price – everything that is valuable for the brand, and what helps it create added value for itself. Namely: — brand principles and values (intangible assets) — material components: human capital, production, service sector, legislation, financial-banking system...
5.4	Elements of the country-brand: HISTORY	The history of the country-brand – is its basis, from which all other elements originate. Every brand relies on a legend. The Republic of Moldova has the happiness of possessing an authentic centuries-old history.
5.5	Elements of the country-brand: REPUTATION	The reputation of the country-brand – intangible asset, created for years and decades, which has material value and physical weight. Reputation can be internal and external. Internal is oriented towards uniting people into a nation. External works to attract investments, tourist flow from outside.
5.6	Elements of the country-brand: PROMOTION METHODS	Methods of promoting the country-brand – are all channels and ways of brand communication inside itself and from itself to the outside.
5.7	Brand culture /corporate culture/	The corporate culture of the country-brand includes not only the traditional understanding of culture (music, literature, theater), but also the culture of human upbringing, education, communication culture, driving culture, legal literacy and much more. This is the pillar which, along with the idea, gathers all brand elements together.
8	Development matrix of the "Republic of Moldova" brand	Consists of four component directions of the economy, intended to be the locomotives of the country's development, so that Moldova and its citizens manifest themselves as unique, independent, sustainable and positively developing personalities in the context of the actual future.
9	Big Idea	The basic idea of the brand. The foundation of its philosophy and subsequent brand communication with the world.
10	Brand Essence	The main idea that gives it unique value, is deeply significant for a certain target audience and distinguishes the brand from competitors.
11	Brand Name	The name that reflects the essence of the brand. The process of its creation is called naming.
12	Logo	Visualization of the brand name. Consists of two parts – the graphic image of the brand's trademark and special font execution in its support. It is part of the brand's corporate style and an element of brand communication with the audience.
13	Slogan	Original verbal construction, briefly revealing, complementing or generalizing the brand image.
14	Brand Mission	Concise brand message about how and in what way it makes the world and people's lives better, what benefits it brings. It is the supreme goal, not directly related to profit making, the bright role that the brand assigns to itself in society and the world.
15	Brand Positioning	The place of the brand in the consumer's consciousness, which is formed based on the unique idea / value proposition of the brand and advantageously distinguishes it from competitors.
16	Brand Values (regarding the country-brand "Republic of Moldova")	These are the main ideas of INBRASA (Strategic Branding Institute "Alpha"), as the author and trustee of the "Republic of Moldova" brand it forms, by which the organization is guided in its work and interaction with the world.
17	Brand Principles	It is a set of rules that the brand adheres to in its activity. If values are a kind of guideline for brand development, then principles are postulates for action.
18	Brand Strategy	It is a plan of measures, oriented towards achieving long-term goals during the evolution of our organization. Usually, the strategic plan is divided into small time segments (steps, tactical actions) so that the creators, carriers and promoters of the brand do not get tired on the way. At the expiration of each step, a verification with the main goal is carried out and, if necessary, correction of actions is made.
19	Brand Concept	Concept – the proposed way of perceiving and understanding reality, defined by its authors as the most efficient and/or most correct and/or normative. Regarding strategic branding, the brand concept is a clear and memorable image that comes to mind when mentioning the country. The basis for the brand concept serves the key idea, which is the driving force in creating the state's identity, its positioning and development strategy. The brand concept is intended to attract the target audience and make it loyal.
20	Rebranding (typical definition)	Large-scale update, the goal of which is a qualitative leap in company development, changing the positioning and communication of the brand with the target audience, including redesign of visual and/or verbal communications (color range, fonts and other elements), forming the face of the updated brand.
21	Strategic Rebranding	The formulation is meaningless, such a term does not exist, although periodically this phrase can be found in use. There is strategic branding (long-term formation of the country as a brand with direct connection to the concept of "sociocracy") and rebranding (tactical correction of the strategic course of brand movement, its visualization, associative series, etc.).

1

Brand

The intangible sum of product properties: its name, packaging, price, history, reputation and promotion methods.

/David Ogilvy/

2

Strategic Branding

Simultaneous, multi-level, strategically oriented process of forming the state as a brand — reconfiguration and repositioning of the country, with the aim of efficient and systemic promotion of its uniqueness, interests and opportunities inside the state and outside it.

Strategic branding is applicable only in direct connection with the concept of "sociocracy".

Levels of strategic branding:

— people (forming them as sociocrats, i.e., the socium of the actual future)
— companies (as component parts of the state)
— the country as a whole

/Elena Radu/

3

Socium

Derived from the Latin words "socium" — common; "socius" — common, joint (also "comrade", "companion"). Synonym for the word "society".

It is a human community, the specifics of which are represented by the relationships of people among themselves, their forms of interaction and association.

/Wikipedia/

4

Sociocracy

The trinity of power, state construction and socium, the engine and center of which is the human, and which is oriented towards human development as a personality*.

— Power is represented by human-centric instruments and influence and everything related to the human (their rights, obligations, dignity).

— State construction is formulated and assembled according to the elements of the country-brand.

— Socium is multifaceted, possesses critical thinking, is creative, through its every voice formulates itself, its progress, power within and over itself.

*E. Radu, "Paradigm of the new era – sociocracy"

5.1

Elements of the country-brand:
NAME

The name of the country-brand – is its name, officially recognized by its own people and the international community.

Fragment from the article "Strategic Vision of the RM":

The name of our state-brand – Republic of Moldova. Compound name, carries history and modernity: Moldova (historical part of the name), Republic (modern part of the name, reflecting the form of government).

5.2

Elements of the country-brand:
PACKAGING

The packaging of the country-brand – is what allows identifying the country as a unique unit.

The packaging of the "Republic of Moldova" brand includes:

— geography (location and internal structure)
— climate
— natural resources (incl. ecology)
— neighboring countries
— strategic partners (countries and organizations)
— development partners (countries and organizations)

5.3

Elements of the country-brand:
PRICE

The price of the country-brand – is what communicates the value of the country inside itself and outside.

Price – everything that is valuable for the brand, and what helps it create added value for itself. Namely:

— brand principles and values (intangible assets)
— material components: human capital, production, service sector, legislation, financial-banking system...

5.4

Elements of the country-brand:
HISTORY

The history of the country-brand – is its basis, from which all other elements originate.

Every brand relies on a legend. The Republic of Moldova has the happiness of possessing an authentic centuries-old history.

5.5

Elements of the country-brand:
REPUTATION

The reputation of the country-brand – intangible asset, created for years and decades, which has material value and physical weight.

Reputation can be internal and external. Internal is oriented towards uniting people into a nation. External works to attract investments, tourist flow from outside.

5.6

Elements of the country-brand:
PROMOTION METHODS

Methods of promoting the country-brand – are all channels and ways of brand communication inside itself and from itself to the outside.

5.7

Brand culture
/corporate culture/

The corporate culture of the country-brand includes not only the traditional understanding of culture (music, literature, theater), but also the culture of human upbringing, education, communication culture, driving culture, legal literacy and much more.

This is the pillar which, along with the idea, gathers all brand elements together.

8

Development matrix of the "Republic of Moldova" brand

Consists of four component directions of the economy, intended to be the locomotives of the country's development, so that Moldova and its citizens manifest themselves as unique, independent, sustainable and positively developing personalities in the context of the actual future.

9

Big Idea

The basic idea of the brand. The foundation of its philosophy and subsequent brand communication with the world.

10

Brand Essence

The main idea that gives it unique value, is deeply significant for a certain target audience and distinguishes the brand from competitors.

11

Brand Name

The name that reflects the essence of the brand. The process of its creation is called naming.

12

Logo

Visualization of the brand name. Consists of two parts – the graphic image of the brand's trademark and special font execution in its support.

It is part of the brand's corporate style and an element of brand communication with the audience.

13

Slogan

Original verbal construction, briefly revealing, complementing or generalizing the brand image.

14

Brand Mission

Concise brand message about how and in what way it makes the world and people's lives better, what benefits it brings.

It is the supreme goal, not directly related to profit making, the bright role that the brand assigns to itself in society and the world.

15

Brand Positioning

The place of the brand in the consumer's consciousness, which is formed based on the unique idea / value proposition of the brand and advantageously distinguishes it from competitors.

16

Brand Values
(regarding the country-brand "Republic of Moldova")

These are the main ideas of INBRASA (Strategic Branding Institute "Alpha"), as the author and trustee of the "Republic of Moldova" brand it forms, by which the organization is guided in its work and interaction with the world.

17

Brand Principles

It is a set of rules that the brand adheres to in its activity.

If values are a kind of guideline for brand development, then principles are postulates for action.

18

Brand Strategy

It is a plan of measures, oriented towards achieving long-term goals during the evolution of our organization. Usually, the strategic plan is divided into small time segments (steps, tactical actions) so that the creators, carriers and promoters of the brand do not get tired on the way.

At the expiration of each step, a verification with the main goal is carried out and, if necessary, correction of actions is made.

19

Brand Concept

Concept – the proposed way of perceiving and understanding reality, defined by its authors as the most efficient and/or most correct and/or normative.

Regarding strategic branding, the brand concept is a clear and memorable image that comes to mind when mentioning the country.

The basis for the brand concept serves the key idea, which is the driving force in creating the state's identity, its positioning and development strategy. The brand concept is intended to attract the target audience and make it loyal.

20

Rebranding
(typical definition)

Large-scale update, the goal of which is a qualitative leap in company development, changing the positioning and communication of the brand with the target audience, including redesign of visual and/or verbal communications (color range, fonts and other elements), forming the face of the updated brand.

21

Strategic Rebranding

The formulation is meaningless, such a term does not exist, although periodically this phrase can be found in use.

There is strategic branding (long-term formation of the country as a brand with direct connection to the concept of "sociocracy") and rebranding (tactical correction of the strategic course of brand movement, its visualization, associative series, etc.).