The Scarcliff Dictionary of Branding » Branding Dictionary http://www.scarcliffdictionary.com Advertising | Branding | Copywriting | Design | Marketing | Naming | Research Thu, 20 Oct 2011 16:58:07 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 brand voice http://www.scarcliffdictionary.com/696/brand-voice/ http://www.scarcliffdictionary.com/696/brand-voice/#comments Wed, 19 Oct 2011 18:53:44 +0000 Brent http://www.scarcliffdictionary.com/?p=696 Definition | Meaning:

  1. A brand’s unique verbal characteristics as expressed in the personality and style of its nomenclature and language.
]]> http://www.scarcliffdictionary.com/696/brand-voice/feed/ 0 brand portfolio http://www.scarcliffdictionary.com/692/brand-portfolio/ http://www.scarcliffdictionary.com/692/brand-portfolio/#comments Wed, 19 Oct 2011 18:49:50 +0000 Brent http://www.scarcliffdictionary.com/?p=692 Definition | Meaning:

  1. The roster of brands owned and/or managed by a particular entity.
]]> http://www.scarcliffdictionary.com/692/brand-portfolio/feed/ 0 RFB http://www.scarcliffdictionary.com/687/rfb/ http://www.scarcliffdictionary.com/687/rfb/#comments Wed, 19 Oct 2011 18:37:25 +0000 Brent http://www.scarcliffdictionary.com/?p=687 Definition | Meaning:

  1. A reason for being.
  2. A brand’s primary purpose.
  3. A product or service feature’s primary benefit.
]]> http://www.scarcliffdictionary.com/687/rfb/feed/ 0 CTA http://www.scarcliffdictionary.com/684/cta/ http://www.scarcliffdictionary.com/684/cta/#comments Wed, 19 Oct 2011 18:34:17 +0000 Brent http://www.scarcliffdictionary.com/?p=684 Definition | Meaning

  1. A call to action.
  2. The immediate and specific consumer action sought by a promotion.

 

]]> http://www.scarcliffdictionary.com/684/cta/feed/ 0 sub-brand http://www.scarcliffdictionary.com/660/sub-brand/ http://www.scarcliffdictionary.com/660/sub-brand/#comments Thu, 22 Jul 2010 23:15:12 +0000 Troy http://www.scarcliffdictionary.com/?p=660 Definition | Meaning:

  1. A product or service whose character and brand values are distinct from, but related to, its parent brand.
  2. A product or service with its own brand identity.
]]> http://www.scarcliffdictionary.com/660/sub-brand/feed/ 0 positioning statement http://www.scarcliffdictionary.com/658/positioning-statement/ http://www.scarcliffdictionary.com/658/positioning-statement/#comments Thu, 22 Jul 2010 23:13:10 +0000 Troy http://www.scarcliffdictionary.com/?p=658 Definition | Meaning

  1. The formal definition of a brand’s positioning, typically defining it’s niche in terms of its key benefit, target market, and competitive advantage.
]]> http://www.scarcliffdictionary.com/658/positioning-statement/feed/ 0 interactive branding http://www.scarcliffdictionary.com/656/interactive-branding/ http://www.scarcliffdictionary.com/656/interactive-branding/#comments Thu, 22 Jul 2010 23:10:51 +0000 Troy http://www.scarcliffdictionary.com/?p=656 Definition | Meaning

  1. The process of developing a brand’s internet presence.
]]> http://www.scarcliffdictionary.com/656/interactive-branding/feed/ 0 image http://www.scarcliffdictionary.com/652/image/ http://www.scarcliffdictionary.com/652/image/#comments Thu, 22 Jul 2010 23:08:26 +0000 Troy http://www.scarcliffdictionary.com/?p=652 Definition | Meaning:

  1. A culture’s perception of a brand.
]]> http://www.scarcliffdictionary.com/652/image/feed/ 0 identity http://www.scarcliffdictionary.com/650/identity/ http://www.scarcliffdictionary.com/650/identity/#comments Thu, 22 Jul 2010 23:05:31 +0000 Troy http://www.scarcliffdictionary.com/?p=650 Definition | Meaning:

  1. The unique set of symbols which characterize a brand.
]]> http://www.scarcliffdictionary.com/650/identity/feed/ 0 generic descriptor http://www.scarcliffdictionary.com/648/generic-descriptor/ http://www.scarcliffdictionary.com/648/generic-descriptor/#comments Thu, 22 Jul 2010 23:02:58 +0000 Troy http://www.scarcliffdictionary.com/?p=648 Definition | Meaning:

  1. The non-proprietary words which define a brand’s category.
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