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Brand building glossary

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from competitors.

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service brand

A brand representing a service rather than a product.

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.

icon

In the digital world, a small graphic image representing an action, item, function or similar concept. Icons support viewer understanding and can be customised to build brand awareness and...

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

brand assets

Elements that audiences associate with a brand ranging from but not limited to: the logo, colour palette, typography and image style. These all form the visual identity of the brand and sha...

repositioning

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

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