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Brand building glossary

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

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brand licensing

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

icon

In the digital world, a small graphic image representing an action, item, function or similar concept. Icons support viewer understanding and can be customised to build brand awareness and...

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

brand valuation

The process of estimating the total financial value of a brand based on various performance metrics. Factors include earnings, market share, and growth potential.

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

design director

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

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