It's important to use the right words. It may be imperceptible, but it does matter to us. We've simplified everything-branding. Below, in our Branding Glossary, you will find our explanation of branding terms that are free of jargon and full of ingenuity.


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This is opposite of Acronym. A backronym is expanded version of an existing brand name.

Benefit Group

At Yellow Fishes, we build passionate brands that enhance lives of millions of customers, we term these customer sets as ‘Benefit Group’ instead of ‘target group.'


A brand is right at the intersection of its promise and experience. Well, that’s how we like to define it.

Brand Achor Model

A proprietary tool developed by Yellow Fishes to define and articulate a Brand’s core and its values.

Brand Architecture

Brand architecture is the structure of an organisation’s portfolio that explains the relationship between the master brand and its various sub-brands.

Brand Audit

Brand audit is a comprehensive, periodic audit of a brand’s performance with regards to its proposition, values and competition. This also includes customer experience with the brand, communication effectiveness and gap analysis. Brand audit often helps in formulating stronger and more relevant brand strategy.

Brand Creation

New brand creation typically involves creation of a cohesive Branding Strategy, Naming, Identity and communication design.

Brand Essence

The core of a brand that defines its purpose, offering and reason for existence. Also known as Brand proposition or Brand Core.

Brand Extension

Horizontal expansion of a brand that can offer i) complementary products or services, or ii) unrelated products or services.

Brand Guidelines

A set of rules that define a brand’s behaviour and controls its visual and verbal manifestation.

Brand Identity

Key identifiers of a brand that includes word, sign, symbol, colours, and design style that makes a brand recognisable. Also check: Logo

Brand Image

This is customers’ interpretation of how the brand experience would be. To form a mental brand image, one need not experience the brand.

Brand Loyalty

This is measured by only one parameter- repeat purchase. But, a customer becomes loyal to a brand when he disregards the alternatives available to him, and is willing to pay a premium of time, or money to purchase that brand.

Brand Personality

Human characteristics used to define the brand. E.g. caring, daring, honest, reliable etc.

Brand Positioning

A rather short term communication platform that has to be in conformity with Brand’s Proposition. Also check: Brand Proposition

Brand Proposition

Brand Proposition is the heart of any brand. It is the ‘promise’ delivered through its product or service. Otherwise known as Brand Core, or Brand Essence.

Brand Recall

It is the ability for customers’ or prospective customers’ to remember a brand name and its associations from their memory when a product/service category is prompted. When we say footwear, what brand comes to your mind?

Brand Recognition

This is a customers’ ability to recognise a brand name when various associations are used as aids to help in recall.

Brand Rejuvenation

The process of revitalising an existing brand by changing brand strategy that brings about a change in its visual and verbal communication.

Brand Strategy

This includes brand proposition, positioning, defines brand tonality, brand architecture and to a great extent brand’s success hinges on its brand strategy.

Brand Values

Brand values support the Brand Proposition and make it come alive. These values transcend down to every employee representing the brand.

Branded House

Branded House is a Branding Architecture Strategy in which parent company (Master Brand) stays at the forefront and endorses all its products whilst leveraging its existing brand equity.


The process by which a brand’s promise is manifested in brand’s experience across touch points. This maintains consistency for recall and recognition, enhances brand image and increases brand equity in the long term.