brand guidelines

brand building

Activities that increase the value of a brand. These include branding and marketing communications.

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.

values

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

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...