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 change in brand’s strategic course or vision or change in its Value Proposition that brings about a change in its Brand Identity to reflect the change.
Reason to Believe (RTB)
A reason to believe is the proof that the brand delivers the benefits that it promises, and that customers can trust it seeing its credibility.
A branding exercise focussed on retaining existing customers.
Return on Investment (ROI)
Ratio of money gained or lost in proportion to that originally invested.