New Mexico Administrative Code
Title 18 - TRANSPORTATION AND HIGHWAYS
Chapter 61 - SPACEPORTS
Part 2 - NON-AEROSPACE CUSTOMER, PARTNER AND MERCHANDISE SELECTION
Section 18.61.2.7 - DEFINITIONS
Current through Register Vol. 35, No. 18, September 24, 2024
As used in this rule, the following terms shall have the meanings set forth below:
A. "brand" means design, symbols, words or products that create an emotional bond with stakeholders (customers, employees, partners, competitors, press, constituents and third party opinion leaders) through a strategy that differentiates it from others in a similar product sector.
B. "brand value" or "brand equity" means the net present value of the estimated future cash flows attributable to the brand and is created through strategic investments in marketing communication and appreciates through economic growth in profit margins, market share, prestige value and critical associations (co-branding).
C. "business development agent" means the person responsible for responding to and seeking out revenue generating business opportunities in alignment with spaceport America business plan and brand commercialization strategy and reports to the director of business development.
D. "earned media value" means press, social and other media reporting related to a company or brand that is not directly generated by the company or its agents, but rather by other entities such as customers or journalists. The value is based on what it would cost to achieve the same results through paid advertising. Earned media value contributes significantly to brand value or brand equity.
E. "Spaceport America chief executive officer ("CEO") or "NMSA executive director" means the person responsible for leading, directing and achieving the spaceport America vision, mission and business plan objectives, including protecting and managing the SPACEPORT AMERICA® brand; leading, directing and operating spaceport America and hiring spaceport America staff.
F. "New Mexico board of directors" means the seven individuals appointed by the governor under the authority of the Spaceport Development Act to strategically oversee spaceport America operations and selects the executive director.
G. "Spaceport America director of business development" means the person responsible for successfully commercializing the SPACEPORT AMERICA® brand in order to meet business development revenue targets and reports to the CEO.
H. "Spaceport America directors" means the five key staff positions at spaceport America reporting to the executive director which include the chief financial officer; general counsel; director of site operations; director of aerospace operations and director of business development.
