Glossary

Brand Name - A brand identifier that can be spelled and spoken.


Branding - The process of establishing the elements of a brand, including its name, identifying symbols and related marketing messages.


Brand - Any name, symbol or other identifier used individually or in combination to identify the goods and/or services of a seller and differentiate them, on any tangible or intangible basis, from similar goods and/or services of competitors.


Positioning - Defining, within the minds of the market, a brand (corporate, product, or service) relative to the competition. It is the latter part of the definition -- i.e., relative to the competition -- that separates positioning from other marketing communications messages.


Trademark - Legal protection given to a brand name and/or logo.


Logo - A graphic element used to identify a company, product, service, or brand. The logo is typically trademarked to protect it from use by other companies.

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