AGENCY
Companies that provide their expertise in the field of branding to service clients.
VISUAL IDENTITY
A visual identity defines specific visual elements and a distinctive style of imagery for a brand. The images make the brand values tangible, emotionally resonate with the target audience, and collectively create a recognition effect.
Branding
Branding refers to the strategy, creation and management of brands.
Claim
A claim gets to the heart of the brand in terms of communication. It is a long-term core statement that conveys either the brand values, the positioning of the company, its performance or its area of expertise. A claim is usually used as a fixed component of the logo.
UMBRELLA BRAND
An umbrella brand is a brand under which other sub-brands are managed. This brand structure is often used when different offerings within the same core business are being presented. The company, the umbrella brand, imparts identity to the sub-brands, which occupy various distinct market segments or fields of offerings.
FAMILY BRAND
Main brand owner.
HUMAN FACTORS
Incorporation of human behaviors or anthropological and psychological aspects into design, technology, or the brand creation process.
COMMUNICATION
In the context of branding, this refers to the efforts and activities undertaken to support a brand campaign, convey the brand message, and inform both internal and external audiences about the brand.
LICENSEE
A person or company that has acquired the rights to a brand or a part of a brand and markets it under their own name, for example, the production of the iPod under the brand name Hewlett Packard.
LUXURY BRAND
A luxury brand refers to a brand whose underlying product or service is perceived to exceed the normal standard of quality or value within its respective category. It is primarily characterized by exclusivity and scarcity, resulting in a high price level as a typical feature. A luxury brand enjoys elevated recognition, largely due to its authentic and traditional values.
BRAND
Public, usually carefully constructed side of marketable products, services or people. The reputation of a product is often supported by the brand identity.
BRAND ARCHITECTURE
Structuring and naming of brands within the company portfolio:
a) Use of the corporate brand name for all products and services.
b) Sub-brands that are linked to the corporate brand.
c) Introduction of individual product or service brands in individual markets.
BRAND PERCEPTION
Brand from the audience's perspective.
BRAND VALUE
Brand value refers to the financial worth of a brand. Brand equity is built upon the total of all distinctive characteristics based on the associations of the general public (stakeholders). Brand equity encompasses the value and assessability of a brand.
BRAND VALUES
Characteristics of a brand.
TRADEMARK
Brand identifying sign ( from French marque marking ) Logo or word/figurative mark. This is the term for a trademark consisting of a permanent combination of typography and graphics.
POSITIONING
Positioning a brand to highlight its distinctiveness compared to competitive products.
PRODUCT
A tangible, marketable item that often forms the basis of a brand.
PROPOSITION
Distinctive profile projected outward by the brand.
STRATEGY
The ideas and marketing theories behind a brand, such as the desired brand positioning to capture a specific target audience.
SUB-BRAND
A sub-brand is a brand that is managed under a parent brand. Sony Playstation is a sub-brand of Sony.
