Home > Blossary: Branding Terms
Created by: Sarah Marks
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Generally a product or service brand name that is supported by a masterbrand – either dominantly e.g. Tesco Metro or lightly e.g. Nestle Kit-Kat.
Domain: Marketing; Category: Advertising Collected Term
A company’s share of total sales of a given category of product on a given market. Can be expressed either in terms of volume (how many units sold) or value (the worth of units sold).
Domain: Marketing; Category: Advertising Collected Term
A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of a defined target audience.
Domain: Marketing; Category: Advertising Collected Term
A product or service brand that had its own name and visual identity to differentiate it from the parent brand.
Domain: Marketing; Category: Advertising Collected Term
What a brand looks like – including, among other things, its logo, typography, packaging and literature systems.
Domain: Marketing; Category: Advertising Collected Term
