Definition | Meaning:
- A product or service whose character and brand values are distinct from, but related to, its parent brand.
- A product or service with its own brand identity.
All posts by Troy
positioning statement
Definition | Meaning
- The formal definition of a brand’s positioning, typically defining it’s niche in terms of its key benefit, target market, and competitive advantage.
interactive branding
Definition | Meaning
- The process of developing a brand’s internet presence.
image
Definition | Meaning:
- A culture’s perception of a brand.
identity
Definition | Meaning:
- The unique set of symbols which characterize a brand.
generic descriptor
Definition | Meaning:
- The non-proprietary words which define a brand’s category.
enhanced descriptor
Definition | Meaning:
- The proprietary words which labels a brand’s category.
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.