BRAND IDENTITY ≠ LOGO

CUSTOMER RETENTION ≠ CUSTOMER LOYALTY

POSITIONING ≠ PROPOSITION

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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Demand

A measure of prospective customers who end up buying a product / service. When needs and wants convert into actual purchase, it becomes a demand.

Demographic

A section of the population who matches the required criteria. It includes age, gender, ethnicity etc.

Differentiation

Characteristics, quality or values that differentiates, sets apart a company, its products or services from the given competition.

Diversification

The act of getting into new products / services or acquiring a new company that increases market of a company.