Brand Dictionary

The summary of the SK&CO branding agency’s services: creating brand strategy, brand building and brand maintenance

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BRAND DICTIONARY

Online brand dictionary

Re-branding Changes made to the attributes of a brand, product, or service for various purposes, generally aiming for refreshment, addressing new target groups, increasing market share, or to get rid of negative perceptions.
Naming a company When creating a new or rebranding an old company (see also: rebranding), the company name is created, wich is the first layer of the company's image and therefore must carry a relevant message. Company name is a cornerstone of brand strategy, an instrument wich mediates the brand's message towards customers.
Coherent brand experience Emotions generated by the brand experience target the customers/consumers in a sensible, structured manner.
Brand life cycle Every product has four stages of evolution: introduction, growth, maturity (new product has to be developed) and decay.
Brand architecture Branding and naming strategy of a company's products. There are two distinct categories: commercial and manufacturer brands. The commercial brands don't develop products , nor they acquisitite stock, but instead they hire a manufacturer to make a product then package it as their own. Manufacturer brands, on the other hand make their own product. This is done in four different ways: -every product has it's own name -all product recieve the company brand name -each category has a unique name -company and brand names appear together (umbrella brands)
Brand Originally means a name, concept, design, symbol or emblem referring to a company owner. Nowadays it includes any relation the company has with it's customers, the reaction it gets from them, and the strenght of commitment they make to the brand (brand loyalty). A powerful brand can be key to market success and therefore the most important attribute and property of a company. Brand value means measureability of the sum of advantages available to the company with the use of a given brand.
Brand experience Brand experience is the sum of all consumer/customer emotions generated by the brand.
Brand building The marketing process in which the given product/service/company is given real or virtual values that help distinguish it from competitors.
Brand value The goodwill value of a brand which is valuated by several factors such as brand name, trademark, brand fame, brand preference, brand loyalty, percept quality, brand associations, brand advantages, penetration, market share, sells, profit, patent, commercial connections, etc...
Brand evaluation Demonstration of change in a brand's goodwill value between a given time interval measuring several aspects, such as brand name, trademark, brand fame, brand preference, brand loyalty, percept quality, brand associations, brand advantages, penetration, market share, sells, profit, patent, commercial connections, etc...
Brand essence The connection between a brand and it's consumer, phrased to be easily understood by the latter. This connection has functional and emotional advantages.
Brand development Development of the brand's identifiers, products and services according to the client's preset goals.
Brand name The verbal part of the brand. It can be trademarked in a given country, several countries, or on the level of EU.
Brand strategy Brand strategy is the sum of short and long term decisions made regarding the brand.
Brand agency A brand agency is a company offering the creation, development, and sustaining of brands as a service.
Branding The marketing process in which the company differentiates it's product/service/company from the competitors.
Personal branding Our own, consciously built appeal, inner aura, uniqueness, a positive approach. If created well, we can successfully emerge from the crowd, and the sole mention of our name can be a synonym for success.
Product naming A new product's naming process, which involves research prior to the creation of the name. Methods vary based on target market (domestic or global), and it's critical to analyze current products on the market. Naming must be based on a well formed brand strategy and it has to stand out with it's uniqueness.
Repositioning With repositioning, a brand's key features change. It can affect the quality, function, or appearance of a service/product, the technology of production, the target market, target group, distribution, the emotional motivation and preference.

Re-branding

Changes made to the attributes of a brand, product, or service for various purposes, generally aiming for refreshment, addressing new target groups, increasing market share, or to get rid of negative perceptions.

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