Home > Blossary: Branding Terms
A Blossary containing some important branding related terms!

Category: Business

26 Terms

Created by: Sarah Marks

Number of Blossarys: 1

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A brand that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. Mercedes-Benz and BMW are both ...

Domain: Marketing; Category: Advertising Collected Term

Leveraging the values of the brand to take the brand into new markets/sectors.

Domain: Marketing; Category: Advertising Collected Term

Practically this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands (see ...

Domain: Marketing; Category: Advertising Collected Term

Communications activities to give an existing product a new position in customers’ minds and so expanding or otherwise altering its potential market. Many potentially valuable products lead an ...

Domain: Marketing; Category: Advertising Collected Term

Capable of being touched. Tangible assets may include: manufacturing plant, bricks and mortar, cash, investments, etc. Tangible brand attributes may include: the product and its packaging. Tangible ...

Domain: Marketing; Category: Advertising Collected Term

“Any sign capable of being represented graphically which is capable of distinguishing goods or services of one undertaking from those of another undertaking” (UK Trade Marks Act 1994).

Domain: Marketing; Category: Advertising Collected Term

When a brand owner revisits the brand with the purpose of updating or revising based on internal or external circumstances. Rebranding is often necessary following a merger, acquisition, or if the ...

Domain: Marketing; Category: Advertising Collected Term

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