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branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

copywriter

The individual responsible for originating marketing messages.

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

invented names

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

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

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