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symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

monolithic branding

A branded house strategy built around a single, unified idea. Often applied to achieve consistency and economies of scale. Examples include Google, FEDEX, GE.

brand licensing

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

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...