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Brand building glossary

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language.

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generic name

A term used to describe a type of product or service typically not protected by a trademark. For example, “escalator” was trademarked by Otis Elevators but now is referred to by any such de...

brand strategist

A person whose role is to originate and develop a brand strategy to help an organisation achieve its goals. Strategists use research techniques and methodologies to generate insights that i...

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

service brand

A brand representing a service rather than a product.

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

sonic branding

The use of music and other sounds to help brands build distinctive, relevant and favourable memory structures that engage audiences. Also called audio branding.

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