See other terms

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...

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

brand manager

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

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...

brand manual

A published guide that explains how a brand should be applied. It typically covers the brand idea, logo, colour palette, typography, imagery, tone of voice and usage rules so teams can crea...

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...