Definition | Meaning:
- The process of re-energizing a moribund brand.
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brand positioning
Definition | Meaning
- The distinct niche that a brand occupies in a competitive environment.
brand culture
Definition | Meaning:
- The unique culture created by a brand’s founders, employees, partners, customers, and neighboring brands.
brand harmonization
Definition | Meaning:
- The process of synchronizing the different elements of a brand.
brand extension
Definition | Meaning
- A variation of an existing brand, typically offering a somewhat different benefit or targeting a somewhat different audience.
brand essence
Definition | Meaning:
- The core appeal of a brand.
Example | Illustration:
- The brand essence of Volvo is safety.
branded environment
Definition | Meaning:
- The space in which a brand is featured.
brand
Definition | Meaning:
- A commercial expression of culture.
trionym
Definition | Meaning:
- A three-word brand or category name.
Example | Illustration:
- Toys“R”Us is an example of a trionym.
teknonymy
Definition | Meaning:
- The custom of referring to a parent by the name of his or her child.
- The custom of referring to a company by the name of its product or service.
Example | Illustration:
- Referring to Research In Motion as BlackBerry is an example of teknonymy.