Related terms
- Brand Architecture
- Brand architecture is the structure that defines the relationship and hierarchy between an organization’s master brand, sub-brands and product brands.
- Brand Awareness
- Brand awareness is the degree to which a target audience recognizes and remembers a brand. It is measured separately as unaided and aided recall.
- Brand Equity
- Brand equity is the commercial and perceptual value that a brand’s name creates on its own. It is made up of awareness, associations, perceived quality and loyalty.
- Brand Guidelines
- Brand guidelines are an application guide that brings together the rules for logo usage, color, typography, photographic style and writing in a single document.
- Brand Positioning
- Brand positioning is the strategic decision that defines the place a brand will occupy in consumers’ minds relative to its competitors. It clarifies whom the brand speaks to, for what need, with what point of difference and with what proof, and it is the starting point for all communications.
- Rebranding
- Rebranding is the renewal of a brand’s identity, positioning or name for a strategic reason, together with a planned effort to explain the change to its stakeholders.
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