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Brand building glossary

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the brand to make it distinctive in the market.

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evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

invented names

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

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

consumer staples

Everyday consumer products that are bought frequently and usually at relatively low cost. Examples include packaged food, drinks, toiletries, household goods, cosmetics and other fast-movin...

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

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Browse the glossary by first letter to find related branding, marketing and business language.

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