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descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

generic name

A term used to describe a type of product or service typically not protected by a trademark. For example, “escalator” was trademarked by Otis Elevators but now is referred to by any such de...

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

key performance indicators (KPI)

The range of qualitative, quantitative, objective and subjective metrics indicating degree of success. In a branding context, this can include volume or value of market share, perceived awa...

launch

A launch is an event or series of events that formally introduce a new product, service, line extension, or brand to the market. The launch typically includes a media conference, product de...

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.