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intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

sonic branding

The use of music and other sounds to help brands build distinctive, relevant and favourable memory structures that engage audiences. Also called audio branding.

descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feat...

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...