brand audit

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

brand refresh

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.

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...

brand guidelines

A document that defines the fundamentals of the brand and details how it is to be applied to achieve long-term consistency. The guidelines are usually used to inform designers and other mar...