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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A set of customers who purchase a new product / service soon after its launch.
The measure of a brand’s stretch from one product / service category to the other, OR from one price point to the other within one product / service category.
A very brief and concise description of your brand’s purpose that communicates why it exists, what it does, and how.
Benefits communicated by a brand that emotionally connects with its customers. This benefit talk to the limbic brain.
A brand name that is created around name of a person, real or fictional.
A name that has meaning, often understood by a small group of people.
A brand name that evokes feelings and emotions about its brand.
An area or space that is maintained as clear space around a logo.
A brand or company name that describes the experience of using the product or engaging with the company. These names are different from descriptive names.
A new product or service offered under the existing parent brand name that leverages its existing equity.