Branding is the combination of actions taken and tactics employed to create and maintain a brand. The term is often contrasted with “brand.”
The Dictionary of Brand
Definition of logo (What is a logo?)
A logo is a symbol and/or stylized text signifying a brand. The term is often contrasted with “wordmark” and “logotype.”
Definition of differentiation (What is differentiation?)
Differentiation is the process of distinguishing a brand from other brands by identifying and highlighting its unique or distinctive attributes.
Definition of brand archetype (What is a brand archetype?)
A brand archetype is a universally recognizable, innately understood character type or role that a brand can embody.
Definition of brand value (What is brand value?)
Brand value is a brand’s financial worth.
Definition of brand equity (What is brand equity?)
Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
Definition of brand audit (What is a brand audit?)
A brand audit is a comprehensive examination of a brand across all its touchpoints.
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: 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.