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Brand building glossary

infographic

A diagram or flowchart with captions and illustrations that makes a complex process or mental journey easier to understand.

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branding

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

private label

A private label, (also called a private brand or private-label brand), is a brand owned by a retailer, offered alongside, and competing with, brands from other businesses.

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

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.

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