The Scarcliff Dictionary of Branding

Definition | Meaning

1. A restoration of a brand, from its position to creative reformation of the brand identity.

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Definition | Meaning

1. The distinct niche that a brand occupies in a competitive environment.

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• addresses different brand attributes, user benefits and target segments, solely or in combination

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Definition | Meaning

1. The value of distinct characteristics of identification to the brand owners.

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• name
• symbol
• colors

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Definition | Meaning

1. The integration of all parts of brand identity, across a line of products, services and/or across geographic markets.

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Definition | Meaning

1. A branch of an existing brand that offers a new product or service for a new benefit or a different audience.

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1. The refining of a brand’s essential characteristics into a central core concept.

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Definition | Meaning

1. The illustrated system of identification as applied to a three-dimensional space.

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Definition | Meaning

1. The entirety of characteristics, tangible and intangible, that make an offer exclusive.

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