A naming approach is how a brand name connects to qualities or ideas related to the underlying brand (e.g., descriptive names, suggestive names, abstract names).
brand glossary
Definition: What is a naming construct?
A naming construct is how a brand name is structured (e.g., real-word names, coined names, compound names).
Definition of abstract brand name (What is an abstract brand name?)
An abstract brand name is a brand name with no apparent connection to the underlying brand.
Definition of brand audit (What is a brand audit?)
A brand audit is a comprehensive examination of a brand across all its touchpoints.
Definition: What is a descriptive brand name?
A descriptive brand name is a brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization).
Definition: What is a suggestive brand name?
A suggestive brand name is a brand name that evokes a quality of the underlying brand.
Definition of brand experience (What is brand experience?)
Definition of brand experience: the totality of all sensations, feelings, thoughts, and actions evoked by a brand.
Definition of brand image (What is a brand image?)
Brand image is the cumulative impression of a brand among target audiences.
Definition: What is brand identity?
Brand identity is the cumulative expression of a brand to target audiences.
Definition: What is brand strategy?
Brand strategy is an articulation of the ideas upon which a brand is built and/or the plan for systematically expressing those ideas through identity and brand experience(s).
Definition of brand personality (What is brand personality?)
Definition of brand personality: a set of human personality traits ascribed to a brand.
Definition of brand positioning (What is brand positioning?)
A brand position is the conceptual territory claimed by a brand relative to other brands.
