brand revamp

brand discovery

An investigation into a brand intended to determine its current status across various dimensions. The process often involves a brand audit, interviews with key stakeholders, and various for...

brand extension

Applying an existing, usually successful, brand to a new offering. This can add positive equity to the new brand, but risks diluting the essence of the existing brand.

brand valuation

The process of estimating the total financial value of a brand based on various performance metrics. Factors include earnings, market share, and growth potential.

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

unique selling point/proposition (USP)

compound names

Names that combine two or more words or ideas. Examples include Microsoft (microcomputer + software), Netflix (net + flicks), Walmart (Walter + mart). Also called portmanteau words.