Glossary
Unit 28: Branding
Learning Aim B: Review how Branding is Used by a Selected Business
Quizlet Link
Advertising - Paid-for public communications of a brand or product.
Brand design - The creation of a brand identity through a combination of visual representations such as logo, images, fonts and images.
Brand elements - Aspects of a brand that distinguish it from competitors on the market, such as logos and names.
Brand strategy - A long-term strategy for building a successful brand in order to achieve specific objectives.
Brand values - Core values are the beliefs or qualities that a corporate brand represents and is built on.
Company clothing - Uniforms worn by workers of an organisation to communicate the brand through colours and logos.
Content marketing - Web landing pages, blogging, videos, podcasts, email, social media sites and communities
External influences - Competition, social pressure, political climate, advances in technology and customer communication.
Intangible elements - Promise, personality, positioning and emotion
Internal influences - Size of the business, stage of the business, type of product, geographical location and budget for branding.
Livery - The design of company vehicles or uniforms to communicate a brand.
Packaging - Materials used to wrap or protect goods that can also be used to communicate a brand.
Tangible elements - Identifying symbols, e.g. logos, graphics, colours, and sounds, e.g. music, jingles, voice.
Touchpoints - All of the opportunities for businesses to connect with customers and reinforce the value of their brand.
Type of brand names - Descriptive, evocative, inventive, geographical, acronym, founder and lexical.
