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 heritage brand is one that has been favourite of many for many decades and continues to be relevant to today’s discerning customers.
When customers don’t see any difference in emotional and functional benefit derived from a brand, vis a vis competition.
House of Brands
House Of Brands is a Branding Architecture Strategy in which parent company (Master brand) stays virtually invisible to the customers and all its sub brands have its own unique identity and equity. This allows for wider Brand Portfolio but needs more investment in building individual sub brands.
Hybrid Brand Architecture
A Hybrid Brand Architecture Model exists when there is use of both Branding Strategies- Branded House and House Of brands.