Definition | Meaning:
- The proprietary words which labels a brand’s category.
Category Archives: Branding Lexicon
endorsement
Definition | Meaning:
- The support of one brand by another.
corporate image
Definition | Meaning:
- A culture’s perception of a company.
co-brand
Definition | Meaning:
- The use of more than one more-or-less equal brands in a single offer.
brand revitalization
Definition | Meaning:
- The process of re-energizing a moribund brand.
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.