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endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

launch

A launch is an event or series of events that formally introduce a new product, service, line extension, or brand to the market. The launch typically includes a media conference, product de...

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...

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

experiential names

A name designed to convey the customer or user experience in some way. Experiential names can be created through wordplay or alliteration, and may have a sensory component. Examples include...