The Scarcliff Dictionary of Branding

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Branding Dictionary, Branding Glossary, Branding Lexicon

brand landscape

December 28, 2007 Brent

Definition | Meaning

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

Example | Illustration

Etymology | Origin

  • coined from brand + landscape
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Branding Dictionary, Branding Glossary, Branding Lexicon

brand strategy

December 28, 2007 Brent

Definition | Meaning

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

Example | Illustration

Etymology | Origin

B
Branding Dictionary, Branding Glossary, Branding Lexicon

brand promise

December 28, 2007 Brent

Definition | Meaning

  1. The distinctive benefit associated with a brand by its customers.

Example | Illustration

Etymology | Origin

B
Branding Dictionary, Branding Glossary, Branding Lexicon

brand personality

December 28, 2007 Brent

Definition | Meaning

  1. The human traits associated with a brand by its customers.

Example | Illustration

Etymology | Origin

B
Branding Dictionary, Branding Glossary, Branding Lexicon

brand nomenclature

December 28, 2007 Brent

Definition | Meaning

  1. The entire set of names associated with a given brand, including the names of any associated descriptors, features, benefits, etc., as well as the complete brand name itself.

Example | Illustration

Etymology | Origin

B
Branding Dictionary, Branding Glossary, Branding Lexicon

brand name dominance

December 28, 2007 Brent

Definition | Meaning

  1. Any situation where a single brand name dominates its category.

Example | Illustration

  • in the United States, the Jell-O brand name dominates the gelatin dessert category

Etymology | Origin

B
Branding Dictionary, Branding Glossary, Branding Lexicon

brand image

December 28, 2007 Brent

Definition | Meaning

  1. The complete set of feelings and beliefs a customer has about a given brand.

Example | Illustration

Etymology | Origin

B
Branding Dictionary, Branding Glossary, Branding Lexicon

brand identity

December 28, 2007 Brent

Definition | Meaning

  1. The totality of the elements which identify a brand, including its name, tagline, color scheme, logo, symbols, unique look-and-feel, etc.

Example | Illustration

Etymology | Origin

Compare | See

  • brand expression
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Branding Dictionary, Branding Glossary, Branding Lexicon

brand expression

December 28, 2007 Brent

Definition | Meaning

  1. The outward expression of a brand identity.

Example | Illustration

Etymology | Origin

Compare | See

  • brand identity
B
Branding Dictionary, Branding Glossary, Branding Lexicon

brand equity

December 28, 2007 Brent

Definition | Meaning:

  1. The reservoir of goodwill a brand enjoys.
  2. The estimated value of a brand.
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