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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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monolithic branding

A branded house strategy built around a single, unified idea. Often applied to achieve consistency and economies of scale. Examples include Google, FEDEX, GE.

inbound marketing

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

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

customer characteristics

Traits that describe a customer. This can cover demographics, interests, and spending habits. Knowing these characteristics can help brands better target and appeal to customers.

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

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