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X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

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...

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...

private label

A private label, (also called a private brand or private-label brand), is a brand owned by a retailer, offered alongside, and competing with, brands from other businesses.

key performance indicators (KPI)

The range of qualitative, quantitative, objective and subjective metrics indicating degree of success. In a branding context, this can include volume or value of market share, perceived awa...

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.