awareness

service brand

A brand representing a service rather than a product.

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

functional names

ethical positioning index (EPI)

A measure of how a company's ethical and social policies and practises compare to those of its competitors. The rating is based on brand positioning as well as ethical variables.

XML (eXtensible markup language)

Extensible markup language (XML) is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. XML files use tags to...

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.