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Brand building glossary

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions. 

Rebranding involves brand strategy, name, design, digital and other disciplines. It is typically applied to further a new or changing business strategy. 

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infographic

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

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

vision

A statement describing the future an organisation aims to create or contribute to. An effective vision statement gives long-term direction and helps people understand what the organisation...

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...

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