Off-Brand
Actions, messages, or visuals that do not align with the established brand identity and values.
129 topics found for
“consumer markets”
Brand Guidelines
A set of rules and standards that define how a brand should be represented across all media and platforms.
MoT
Moment of Truth (MoT) refers to any instance where a customer interacts with a brand, product, or service in a way that leaves a significant impression.
Channel
A medium through which a product or service is delivered to a customer, including physical and digital channels.
Certainty Effect
A cognitive bias where people give greater weight to outcomes that are certain compared to those that are merely probable.
Brand Equity
The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty.
Brand Canon
The established set of core values, stories, and attributes that define a brand's identity and guide its communications.
Brand Assets
The visual, auditory, and other sensory elements that represent a brand, such as logos, colors, and jingles.
Brand Archetypes
The use of universal character types and personalities to define and communicate a brand's identity.