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Brand building glossary

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, messages, nomenclature and even scent, sound, tone of voice and writing style. 

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design director

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

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

corporate social responsibility (CSR)

An evolving approach to self-regulation of a business that aims to develop positive corporate citizenship. Includes internal initiatives that aim to reduce or eliminate practices that have...

invented names

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

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

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