brand identity

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

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.

headline

A line of text in a prominent position, such as in an advertisement, or located at the top of a webpage or editorial story, applied to summarise the content and attract readership.

brand voice

functional names