brand architecture

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

endorsed brand

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

functional names

invented names

An original name created for a brand, company, or product, with no other linguistic definition. Examples: Accenture, Kodak, Xerox.

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...