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employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

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.

brand voice

The distinctive way a brand uses language to express its personality and build recognition. Brand voice guides how the brand sounds across websites, campaigns, social media, sales materials...

descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...