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customer characteristics

Traits that describe a customer. This can cover demographics, interests, and spending habits. Knowing these characteristics can help brands better target and appeal to customers.

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

endorsed brand

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

brand guidelines

A document that defines the fundamentals of the brand and details how it is to be applied to achieve long-term consistency. The guidelines are usually used to inform designers and other mar...

brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...