Branding Terminology
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- Brand
- A name, term, symbol, trademark or design which is intended to identify the products or services of a company, and to differentiate them from their competitors.
- Brand Attributes
- The qualities and characteristics that the brand possesses.
- Brand Awareness
- The portion of the audience that recalls a brand (in both and positive and negative context).
- Branding/Brand Building
- The complex process of creating a unique identity for a company, product or service.
- Brand Development Process
- The collaborative process between a company and its agency to determine how to best define, position and build its brand.
- Brand Equity
- The marketing effects and outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name.
- Brand Loyalty
- The degree to which a consumer consistently prefers or purchases the same brand.
- Brand Personality
- The image or identity expressed in terms of human characteristics.
- Brand Position
- Where the brand is perceived in the mind of the target audience, the competition and the marketplace.
- Brand Strategy
- The 'big picture' plans detailed by a company to create long-term brand equity and a competitive advantage.
- Brand Slogan/ Brand tagline
- A memorable phrase which often accompanies a brand name in marketing communications programs. It often tells the story of the brand and reinforces brand association.
- Brand Transference/Brand Extension
- The transfer of an existing brand’s equity (positive and negative) to a newly developed or newly acquired company, product or service.
- Icon
- A graphical representation of an object or idea. Used in logo design to boil down a company’s central identity into a simple representative picture or shape.
- Logo
- A personalized treatment, either textual or graphical, that represents a company or product.
- Trademark
- A word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others.
- ™ - A symbol used to identify a mark that is in the process of being registered with the Patent and Trademark office.
- ® - A symbol used to identify a mark that has been successfully registered with the Patent and Trademark office.
