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brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...

customer characteristics

Traits that describe a customer. This can cover demographics, interests, and spending habits. Knowing these characteristics can help brands better target and appeal to customers.