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symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

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.

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

co-branding

The process of two or more brands endorsing a product or service. It usually occurs when the brands have similar values and goals, and can benefit from cooperating. Co-branding can help bot...

X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

acronym names

Names created by abbreviating two or more words, ideas or names. Either pronounced letter-by-letter or as a word. Examples include IBM (International Business Machines), H&M (Hennes & Maur...