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brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

trademark

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

corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

tone of voice

A brand’s own unique way of communicating its personality through language to get noticed, remembered and recognised. Tone of voice is a part of the brand identity. Tone of voice parameters...

brand loyalty

The degree of a individual's positive feelings towards a brand, and dedication to purchasing its products and/or services repeatedly, regardless of deficiencies, competitor actions, or chan...