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Brand building glossary

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 feature in commercial animation, video, film and/or audio developed for brand building and marketing communications.

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brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

X factor

A unique or special quality that sets a product, service, or brand apart from its competitors, for example a distinctive design, a compelling marketing campaign, or a unique value propositi...

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

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