Brand
A person’s perception of a product, service, experience, or organisation; the art and science of brand building.
Brand Essence
The distillation of a brand’s promise into the simplest possible terms
Brand Identity
The outward expression of a brand, including its name, trademark and visual appearance.
Positioning
The process of differentiating a product, service, or company in a customer’s mind to obtain a strategic competitive advantage.
Corporate Identity
The brand identity of a company, consisting of its visual identifiers such as the name, trademark, typography and colours.
Look & Feel
The sensory experience of a product, environment or communication.
Touchpoints / Contactpoints
Any place where people come in contact with a brand, including product use, packaging, advertising, editorial, movies, store environments, company employees and casual conversation.
Brand Alignment
The practice of linking brand strategy to customer touchpoints
Brand Audit
A formal assessment of a brand’s strengths and weaknesses across all of its touchpoints
Branding
Any effort or program to build a brand.
Clutter
The conceptual noise of the marketplace. A disorderly array of messages or elements that impedes understanding.
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