Branding and business terms you should know

1. Rebrand
Rebranding is the process of changing the perception of a company or product in the mind of existing and potential customers.

2. Brand Identity
The outward expression of a brand, including its name, trademark, communications, and look and feel.

3. Brand Equity
The accumulated value of a company’s brand assets, both financially and strategically; the overall strength of a brand.

4. Brand Audit
A formal assessment of a brand’s strengths and weaknesses across its touch-points.

5. Brand Architecture
A hierarchy of related brands or brand names, often beginning with a master brand, describes its relationship to subbrands and co-brands.

6. Place branding
The branding of a country, region, city, or neighbourhood to attract tourists.

7. Responsive logo
A trademark that responds to resizing on a screen, usually becoming simpler as it becomes smaller.

8. Responsive web design
An approach to designing interfaces in which page layouts reconfigure to optimize different screen sizes, window sizes, and device capabilities.

9. Scent branding
Using unique smells or fragrances to identify a product, service, or company.

10. SEO
Search engine optimization, or the process of improving the visibility of a website or web page in organic search results.

11. Style guidelines
Documentation that describes the graphic standards for a brand, including use of the trademark, typography, photography, and colours.

12. Brand Valuation
The financial equity of a brand

13. Brand Awareness 
A brand metric of how well a product, service, or company is recognized by its audience.

14. Brand loyalty 
The strength of preference for a brand compared to competing brands, often measured in repeat purchases.

Excerpt from: Marty Neumeier. “Brand A-Z”. Apple Books

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