The Scarcliff Dictionary of Branding » B http://www.scarcliffdictionary.com Thu, 22 Jul 2010 23:15:12 +0000 en hourly 1 http://wordpress.org/?v=3.0 brand revitalization http://www.scarcliffdictionary.com/2010/07/brand-revitalization/ http://www.scarcliffdictionary.com/2010/07/brand-revitalization/#comments Thu, 22 Jul 2010 22:51:06 +0000 Troy http://www.scarcliffdictionary.com/?p=635 Definition | Meaning

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

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]]> http://www.scarcliffdictionary.com/2010/07/brand-revitalization/feed/ 0 brand positioning http://www.scarcliffdictionary.com/2010/07/brand-positioning/ http://www.scarcliffdictionary.com/2010/07/brand-positioning/#comments Thu, 22 Jul 2010 22:49:20 +0000 Troy http://www.scarcliffdictionary.com/?p=633 Definition | Meaning

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

Example | Illustration

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

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]]> http://www.scarcliffdictionary.com/2010/07/brand-positioning/feed/ 0 brand identity equities http://www.scarcliffdictionary.com/2010/07/brand-identity-equities/ http://www.scarcliffdictionary.com/2010/07/brand-identity-equities/#comments Thu, 22 Jul 2010 22:44:28 +0000 Troy http://www.scarcliffdictionary.com/?p=630 Definition | Meaning

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

Example | Illustration

  • name
  • symbol
  • colors

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]]> http://www.scarcliffdictionary.com/2010/07/brand-identity-equities/feed/ 0 brand harmonization http://www.scarcliffdictionary.com/2010/07/brand-harmonization/ http://www.scarcliffdictionary.com/2010/07/brand-harmonization/#comments Thu, 22 Jul 2010 22:38:35 +0000 Troy http://www.scarcliffdictionary.com/?p=628 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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]]> http://www.scarcliffdictionary.com/2010/07/brand-harmonization/feed/ 0 brand extension http://www.scarcliffdictionary.com/2010/07/brand-extension/ http://www.scarcliffdictionary.com/2010/07/brand-extension/#comments Thu, 22 Jul 2010 22:32:37 +0000 Troy http://www.scarcliffdictionary.com/?p=626 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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]]> http://www.scarcliffdictionary.com/2010/07/brand-extension/feed/ 0 brand essence http://www.scarcliffdictionary.com/2010/07/brand-essence/ http://www.scarcliffdictionary.com/2010/07/brand-essence/#comments Thu, 22 Jul 2010 22:30:44 +0000 Troy http://www.scarcliffdictionary.com/?p=624 Definition | Meaning

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

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Etymology | Origin

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]]> http://www.scarcliffdictionary.com/2010/07/brand-essence/feed/ 0 branded environment http://www.scarcliffdictionary.com/2010/07/branded-environment/ http://www.scarcliffdictionary.com/2010/07/branded-environment/#comments Thu, 22 Jul 2010 22:28:06 +0000 Troy http://www.scarcliffdictionary.com/?p=622 Definition | Meaning

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

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]]> http://www.scarcliffdictionary.com/2010/07/branded-environment/feed/ 0 brand http://www.scarcliffdictionary.com/2010/07/brand/ http://www.scarcliffdictionary.com/2010/07/brand/#comments Thu, 22 Jul 2010 22:26:17 +0000 Troy http://www.scarcliffdictionary.com/?p=619 Definition | Meaning

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

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Etymology | Origin

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]]> http://www.scarcliffdictionary.com/2010/07/brand/feed/ 0 brand landscape http://www.scarcliffdictionary.com/2007/12/brand-landscape/ http://www.scarcliffdictionary.com/2007/12/brand-landscape/#comments Fri, 28 Dec 2007 00:16:07 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/brand-landscape/ Definition | Meaning

  1. The competitive brand landscape within a category or across related categories.

Example | Illustration

Etymology | Origin

  • coined from brand + landscape
]]> http://www.scarcliffdictionary.com/2007/12/brand-landscape/feed/ 0 brand strategy http://www.scarcliffdictionary.com/2007/12/brand-strategy/ http://www.scarcliffdictionary.com/2007/12/brand-strategy/#comments Fri, 28 Dec 2007 00:15:36 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/brand-strategy/ Definition | Meaning

  1. A systematic, comprehensive plan for the development of a brand.

Example | Illustration

Etymology | Origin

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