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functional names

Names that explain what a product, service or organisation does. They are easy to understand but can be harder to own, protect and recall because they rely on description rather than distin...

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

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...

XML (eXtensible markup language)

Extensible markup language (XML) is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. XML files use tags to...