Branding Dictionary

Here’s a simple branding dictionary to take some of the mystery out of the branding process.

Brand
The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised. (Attributed to David Ogilvy). Click here for TONS more definitions from the world’s top practitioners.

Brand Architecture
The “space” in which your brand exists; a system—like a family tree—that helps your prospects and customers navigate easily within your company and make the right choices. More here.

Brand Equity
The value of the brand as a corporate asset, which often translates into real, balance sheet value. More information here.

Brand Essence
The refinement of a brand's characteristics into a succinct core concept. The tip of the inverted branding pyramid.

Brand Extension
Also called line extensions, it describes the common business practice of using your brand name on a new product or service or new varieties or sizes—usually within the same category. More about brand extensions here and here.

Brand Identity
The tip of the branding iceberg, or what the public sees. Can include your logo and trade dress and other customer-facing elements of your brand.

Brand Positioning
The relative competitive comparison your product or service occupies as perceived by your target audience. More on positioning here.

Brand Revitalization
An overhaul of your brand, typically undertaken to keep the brand relevant or when changing products or services, target audiences, or business models. A great way to revitalize your brand is through a Brand Strategy Workshop.

Branding
The process by which a brand is developed. While many processes exist, How-to-Branding.com recommends a do-it-yourself approach. For more on the branding process, click here.

Co-Brand
See Nested Brands.

Endorsement
The addition of credibility to an offer. An endorsement (by a celebrity or other entity) typically implies subordinate emphasis of the parent to a sub-brand.

Image
How a brand is perceived in the marketplace.

Logo
The entry point to the brand. Also called a "mark", "symbol", "identity", or “wordmark”. More on logos here.

“Look and Feel”
The consistent application of brand identity, which, when done correctly, creates a positive and unique impression of the brand.

Nested Brands
A form of co-branding when both brands benefit symbiotically. For instance, Pillsbury® cinnamon rolls with real Cinnabon® cinnamon.

Parent Brand
In brand architecture, the umbrella entity. For instance, Courtyard by Marriott. Marriott is the parent brand and Courtyard is the child brand. Find more about brand architecture here.

Positioning Statement
A concise written statement—or elevator pitch—encapsulating your unique selling proposition and conveying the essence of your brand.

Slogan
See Tagline.

Sub-Brand
A product or service that has a brand position or essence that makes it different or unique from the parent brand. Coke Zero is a sub-brand of the Coca-Cola Company. More on sub-brands here.

Symbol
An abstract sign, icon, or glyph that represents the brand.

Tagline
The phrase that helps people link your name to your brand message. More information here.

Visual Identity
Also known as trade dress, the logo or wordmark, color palette, fonts, and other visual elements of the brand.

Wordmark
The stylized treatment of the brand name; the letterforms that make up a logo or corporate identity and often used with a symbol or mark.