Definition | Meaning:
- A brand’s unique verbal characteristics as expressed in the personality and style of its nomenclature and language.
Category Archives: Branding Glossary
brand portfolio
Definition | Meaning:
- The roster of brands owned and/or managed by a particular entity.
RFB
Definition | Meaning:
- A reason for being.
- A brand’s primary purpose.
- A product or service feature’s primary benefit.
CTA
Definition | Meaning
- A call to action.
- The immediate and specific consumer action sought by a promotion.
sub-brand
Definition | Meaning:
- A product or service whose character and brand values are distinct from, but related to, its parent brand.
- A product or service with its own brand identity.
positioning statement
Definition | Meaning
- The formal definition of a brand’s positioning, typically defining it’s niche in terms of its key benefit, target market, and competitive advantage.
interactive branding
Definition | Meaning
- The process of developing a brand’s internet presence.
image
Definition | Meaning:
- A culture’s perception of a brand.
identity
Definition | Meaning:
- The unique set of symbols which characterize a brand.
generic descriptor
Definition | Meaning:
- The non-proprietary words which define a brand’s category.