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Brand building glossary

audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments and other distinctive signals. Also known as sonic branding.

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descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding th...

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

private label

A private label, (also called a private brand or private-label brand), is a brand owned by a retailer, offered alongside, and competing with, brands from other businesses.

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

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