See other terms

experiential names

A name designed to convey the customer or user experience in some way. Experiential names can be created through wordplay or alliteration, and may have a sensory component. Examples include...

branding

The process of defining and expressing a brand through words, images and design to influence perception.

brand function

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

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

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...