|Leading Article: The History of Product Branding at SAP|
|Branding – Links and Other Resources|
|Resources: Visual Design|
Below you find a short branding glossary. In some cases we offer more than one definition because the definitions vary depending on the source.
See the references for further branding glossaries; most definitions here are based on or taken from these glossaries.
The sound of the brand. Includes music and audible
textures that help define the brand and it’s culture.
A name (proper noun), term, design, symbol, or any other feature that identifies an
individual, a firm, a product or a service as distinct from others.
A successful brand offers differentiating values for buyer appreciation.
(Based on definitions from HMC and JA, modified)
A brand is a product, service, or concept that is publicly distinguished from
other products, services, or concepts so that it can be easily communicated
and usually marketed.
The strength, or relative weakness, of an brand's presence
in the minds of prospective customers. When people hear a brand's name,
they should immediately recognize it.
(From: STA, modified)
See also: Brand Recognition
The marketing and financial value associated with a brand's strength in
a market. It creates a positive brand image, drives demand, and modifies client
attitudes toward the brand.
(Based on definitions from HMC and JA, modified)
A company's use of one of its existing brand names as part of an improved
or new product, usually in the same product category as the existing brand.
In other words: extending the use of a brand to other, typically similar
All of the visual and audible elements that are used by an observer to recognize a brand (stationery,
signage, logotype, mark, service, and packaging).
(From: JA, expanded)
See also: Visual Language, Brand Language, Audible Language
The purposeful creation or adaptation of words or phrases that
will become the core element of the brand and its communication
A strongly motivated and long standing decision to purchase a particular
product or service.
See also: Brand Preference
A non-typographic element of an artistic or representational nature,
that is, the element of a brand that cannot be spoken-often a symbol or design.
Many professional service firms now feature graphic symbols as a substantive
form of their visual identity.
(Based on definitions from HMC and JA)
Combination of all the marketing efforts (Website, advertising, collateral, ...) of a company to differentiate it from the competition and to build the impression of value to the customer.
That part of a brand that can be spoken, including
letters, words and numbers.
A brand name is the name of the distinctive product, service, or concept.
A way of defining your brand through the human characteristics
associated with it, such as warmth, concern, caring, etc.
A comparative concept as to how one brand is perceived
relative to others that may be considered: A brand position demonstrates
a brand's advantage over its competitors.
(Based on definitions from JA and STA, modified)
A product’s position is where customers place the product or service
in their minds as it relates to perceived benefits. Once a position exists,
it is very expensive and unwise to try to change it.
See also: Brand Positioning
The act of defining and creating a place in a market where the product
or service will have the greatest chance of success.
See also: Brand Position
The degree of brand loyalty in which a customer prefers one
brand over competitive offerings.
A customer's awareness that a brand exists and
is an alternative to purchase.
See also: Brand Awareness
The plan for the use of the brand as part of a strategic
or marketing plan of a firm.
Brand value benefits a brand owner in various ways. The
very name of a product can give customers the confidence in their decision
to buy it. It also builds the customer's loyalty to a firm and its products.
(From: Chevron, modified)
Brands at the top of the Brand Value Pyramid enjoy incredible customer loyalty,
an ability to charge price premiums, and an ability to sell new products and
services through the brand's endorsement power."
( From: Brand Asset Management, by Scott M. Davis; Jossey-Bass, 2000)
An effective value proposition should lead to a brand-customer relationship and
drive purchase decisions.
(From: Building Strong Brands, by David A. Aaker; Free Press, 1996)
Branding is the process of creating and disseminating the brand
name. Branding can be applied to the entire corporate identity as well
as to individual product and service names.
Successful branding differentiates the singular brand from
all others. It makes the buyer believe that there is no comparable firm, product
or service. Branding is important for buyer decision-making, as it provides
a short cut to identifying professional services with high value. The more
distinctive the brand, the less likely a client will accept a substitute.
(From: JA, modified)
See also: Chivas Regal Effect
The theory that well-known institutions are able to charge more simply
because they are more well known.
A corporation's attempt to get in visual sync all of its printed and online
materials – stationary, business cards, the corporate outward-facing
Internet site, and all kinds of collateral – in order to achieve a
consistent inside and outside appearance. The corporate design is an important
element of a company's attempt to establish a Corporate Indentity
(From: Branding – From a Usability & Design Consultant's Point of View, Michael Hatscher, SAP AG, modified)
Companies strive to align their outward and inward appearance and presentation
according to their Corporate Design, trying
to establish their own name and logo as a brand, and thus a Corporate Identity
(CI). This consistent appearance and style creates a feeling of unity and
identity to people within the organization and of quality and predictability
to the outside. The CI's goal is to communicate a carefully shaped image of
the company aimed at the audience – the company's customers and partners
as well as at the employees. It can be used as one possible channel to express
the corporate culture, that is the way the members of an organization see themselves
and their organization, interact and communicate with each other, and have
a common understanding of how to address and solve problems. So the CI can
remind employees of the corporate culture whenever they deal with materials
that follow the CI (carrying the corporate brand) and help foster a feeling
(From: Branding – From a Usability & Design Consultant's Point of View, Michael Hatscher, SAP AG.modified)
Process of adapting and individualizing software for a customer and to some degree for users and their roles. Carried out by system administrators or external consultants and not by the user (preliminary).
See also: Personalization
.A device, symbol, or figure adopted and used as an identifying
A brand that indicates only the product category and
does not include the company name or other identifying terms.
A mark or device placed or stamped on an article of trade to
indicate origin, purity, or genuineness.
Those elements that help to define the tone, manner, personality and style of
a firm brand, very often the differentiating factor between
similar service firms.
A specific and unique group of letterforms or symbols that
represents the firm brand.
See: Brand Mark
Personalization comprises those steps for individualizing an application, that are performed by users themselves (preliminary).
See also: Customization.
Set of predefined colors, fonts, and graphical elements for changing the look of screen elements of applications or operating systems.
The outermost layer of a program. Shell is another term for user
interface. Operating systems and applications sometimes provide an alternative
shell to make interaction with the program easier. For example, if the application
is usually command driven, the shell might be a menu-driven system that translates
the user's selections into the appropriate commands.
User interface skins are components that allow users to customize areas
in programs such as backgrounds, title bars, buttons, and other graphical interfaces.
Skins allow you to configure the interface by choosing different categories
(From: support.microsoft.com, modified )
See also: Theme
Web templates specify a unique page layout by determining where graphics
and text are positioned on the page by using tables and CSS.
Most templates incorporate a matching theme (navigation bars, etc.), but have a predefined areas where users may add your own text and additional images.
(From: Themes in Design, modified)
Themes are a collection of graphic elements which define the look of
navigation buttons, page banners, fonts, font colors, styles, horizontal rules,
bullets, and a few other features.
(From: Themes In Design)
The full and legal name of an organization.
Legal designation indicating that the owner has exclusive use of
Concept describing where a company wants to go in the future.
(From: JA, modified)
Photographs, magazines, books, videos/movies and fashion make up a visual
(From: WOW, shortened)
See also: Audible Language