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brand revamp

A substantial update to how a brand looks, sounds or behaves, often prompted by a change in business direction, audience expectations or market context. A revamp usually keeps some existing...

corporate social responsibility (CSR)

An evolving approach to self-regulation of a business that aims to develop positive corporate citizenship. Includes internal initiatives that aim to reduce or eliminate practices that have...

invented names

An original name created for a brand, company, or product, with no other linguistic definition. Examples: Accenture, Kodak, Xerox.

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

slogan

A short line used to express or reinforce a brand idea, campaign message or offer. Slogans are often used in advertising, while longer-term brand lines are better understood as positioning...