1. A product or service that has a character and brand values that differ from the parent brand.
2. A product or service with its own brand identity, which can be trademarked.

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1. A clearly penned statement of the positioning concept, laying out the essential features of a brand and its niche.

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1. The method of developing websites and other interactive commodities, including strategy development, structural design and graphic design.

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1. The thoughts of the features, tangible and intangible, that characterize a brand.

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1. The entirety of characteristics, tangible and intangible, that make an offer exclusive.
2. The distinct characteristics (e.g., name, symbols and colors) by which an offer is identified.

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1. A simple, descriptive word with distinct meaning, that can be translated simply into regional languages.

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1. A suggestive word that may or not be trademarked, but characterizes the offer in a helpful way.

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1. Application of the parent brand identity to uphold and add validity to an allied offer.

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1. Use of a brand image in specific types of offers.

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1. The use of more than one strong brands in one single offer. Normally they are used with equal emphasis.

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• Chevron and McDonalds
• Visa and Citibank

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