| Property | Expected Type | description |
|---|---|---|
| aggregateRating | The overall rating, based on a collection of reviews or ratings, of the item. | |
| brandValues | Core principles and expected behaviors that guide how the Brand builds and operates. | |
| impactPillars | Clusters of human-benefit outcomes for customers and providers that represent the Brand's intended impact; may be linked to audience segments and impact metrics. | |
| logo | ImageObject URL | An associated logo. |
| mission | Text | What the Brand does today and how it operates to advance its purpose. |
| missionPillars | Text | Strategic focus areas that operationalize the Brand's mission; each pillar may be associated with features, teams, and key performance indicators (KPIs). |
| promise | Text | The Brand promise: the consistent outcome customers can expect from each interaction. |
| purpose | Text | The enduring reason for a Brand's existence, independent of profit; a durable justification that guides objectives and activities. |
| review | A review of the item. | |
| slogan | Text | A slogan or motto associated with the item. |
| vision | Text | The future state the Brand seeks to help create for its audiences and context. |
| Property | Expected Type | description |
|---|---|---|
| additionalType | URL | An additional type for the item, typically used for adding more specific types from external vocabularies in microdata syntax. This is a relationship between something and a class that the thing is in. In RDFa syntax, it is better to use the native RDFa syntax - the 'typeof' attribute - for multiple types. Schema.org tools may have only weaker understanding of extra types, in particular those defined externally. |
| alternateName | Text | An alias for the item. |
| description | Text | A description of the item. |
| disambiguatingDescription | Text | A sub property of description. A short description of the item used to disambiguate from other, similar items. Information from other properties (in particular, name) may be necessary for the description to be useful for disambiguation. |
| identifier | The identifier property represents any kind of identifier for any kind of Thing, such as ISBNs, GTIN codes, UUIDs etc. | |
| image | URL ImageObject | An image of the item. This can be a URL or a fully described ImageObject. |
| instanceOf | Type to which this subject belongs. Use for membership in a value set (Enumeration), not inheritance. Example: K2 instanceOf mountain; volcano subClassOf mountain. | |
| mainEntityOfPage | URL CreativeWork | Indicates a page (or other CreativeWork) for which this thing is the main entity being described. See background notes for details. |
| name | Text | The name of the item. |
| potentialAction | Indicates a potential Action, which describes an idealized action in which this thing would play an 'object' role. | |
| sameAs | URL | URL of a reference Web page that unambiguously indicates the item's identity. E.g. the URL of the item's Wikipedia page, Wikidata entry, or official website. |
| subjectOf | A CreativeWork or Event about this Thing. | |
| url | URL | URL of the item. |