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multi brand strategy / multiple branding

A house of brands strategy targeting multiple marketing segments with multiple brands. Examples include Nestle, L'Oreal, Meta.

brand extension

Applying an existing, usually successful, brand to a new offering. This can add positive equity to the new brand, but risks diluting the essence of the existing brand.

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

differentiation

A trait traditionally thought of as an important business advantage. However, newer research shows that distinctiveness, not differentiation, is more likely to lead to a sale. Exceptions in...

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...

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...