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Brand building glossary

brand licensing

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

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brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...

brand manual

A published guide that explains how a brand should be applied. It typically covers the brand idea, logo, colour palette, typography, imagery, tone of voice and usage rules so teams can crea...

affinity marketing

A strategy of associating a brand with charities, sport or entertainment events through sponsorships or partnerships to develop reach and create positive impressions among wider audiences.

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

inbound marketing

A technique for attracting customers to products and services via content marketing, social media marketing, search engine optimization and branding.

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