# Brand platform: what it is and how it works · Zorraquino
> The brand platform brings together the definitions that guide how a brand is built and managed.
URL: https://www.zorraquino.com/en/dictionary/brand-platform

# Brand platform

The brand platform brings together the definitions that guide how a brand is built and managed

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can include purpose, positioning, proposition, values, personality and experience principles. Its structure should respond to the project without piling up redundant concepts. It needs specific wording and examples so that different teams can use it.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Brand experience](https://www.zorraquino.com/en/dictionary/branding/brand-experience.html)
- [Brand positioning](https://www.zorraquino.com/en/dictionary/branding/strategic-positioning.html)