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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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endorsed brand

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

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

mission

A statement describing what an organisation does to move towards its long-term vision. In brand building, an effective mission statement should give teams direction while remaining clear en...

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.

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...

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