NAMIFY DNA

Denotations - Nomenclature - Associations

BRANDING

ACRONYM

Brand names formed from the initial letters (or parts) of a series of words
Example
NATO (North Atlantic Treaty Organization) or laser (Light Amplification by Stimulated Emission of Radiation)

AD COPY

The printed text or spoken words in an advertisement

ADVERTISER

The manufacturer, service company, retailer, or supplier advertising its product or service

ADVERTISING

Communication that is designed to persuade the receiver to take some form of action

AREA OF INFLUENCE

The area covered by a brand in terms of reach to consumers

AWARENESS

The measure of how many people know a brand exists.

BRAND

A name, symbol, or design that is intended to: 1) identify the products or services with their provider 2) differentiate from competition and 3) embody the emotional elements that encourage customer relationships

BRAND ANTHROPOLOGY

The science of understanding consumer preferences through the analytical study of human behavior

BRAND ARCHITECTURE

How the various brands, within a company’s portfolio, are related to or differentiate from each another
Example
Proctor & Gamble's brand architecture includes Tide, a Household Care brand, and Crest, a Beauty & Grooming brand.

BRAND ASSET

Any aspect of a brand that has strategic value
Example
Visual symbols, slogans, sounds, photos, mascots, etc.

BRAND ASSOCIATION

Mental connections that help with the recall of a brand

BRAND ATTRIBUTES

Characteristics that identify the visual, verbal and behavioral traits of the brand

BRAND AUDIT

Assessing the comprehensive health of the brand by uncovering its sources of equity and suggesting ways to improve and leverage that equity

BRAND AWARENESS

The proportion of target customers that have prior knowledge of your brand, as measured by brand recognition and brand recall

BRAND CHAMPION

Internal and external advocates of the brand empowered with the task of spreading the brand’s vision and values and promoting its purpose within an organization

BRAND CHARTER

The document that defines, justifies and appropriates the brand … a constitution of sorts

BRAND COMMITMENT

The likelihood of a customer to re-purchasing from you (as opposed to your competition) in the future, because of your brand

BRAND COMMITTEE

A group of individuals who monitor the brand as it is implemented from the Brand Charter

BRAND CONSISTENCY

The ability of the brand to remain consistent throughout all brand usage

BRAND DEVELOPMENT

The methodical evaluation, construction and continued monitoring of brand

BRAND EFFICACY

The brand’s ability to produce the desired result

BRAND EQUITY

The value of your brand as an asset - based on its qualities, reputation, and recognition as well as the commitment and demand it generates - to secure future earnings by developing brand passion and loyalty

BRAND ESSENCE

A core concept that summarizes the characteristics of your brand

BRAND EXPERIENCE

The means by which your brand is solidified in the mind of a stakeholder
Example
Personal contact, retail environments, advertising, products, services, websites, word of mouth, etc

BRAND EXTENSION

Leveraging the values of the brand to take it into new markets or sectors

BRAND FAMILY

A group of brands under the same umbrella of development

BRAND GAP

The difference between the brand’s strategy and the actual experience

BRAND GUIDELINES

Established internal tools for educating, reinforcing and motivating all involved in building and maintaining strong brands
Example
Drafting the brand vision, brand identity, brand strategy guidelines, a short description of the brand, brand values, brand positioning, communication tips, design style guidelines, etc

BRAND HIERARCHY

The use of brand to move customers up the value chain
Example
BMW moves consumers from a lower priced model to higher priced models throughout the life of the customer.

BRAND IDENTITY

The outward expression of your brand, telling us: what makes it special, how it sustains a competitive advantage, and essentially what your brand aspires to be

BRAND IMAGE

How your brand is actually perceived by customers, as backed by quantitative and qualitative research

BRAND IMAGE

The mental associations, ideas, feelings and beliefs people think of when they see or hear a brand

BRAND LOYALTY

Extended brand preference and deliberate decision to repeat purchase of the brand

BRAND LOYALTY

The strength of preference for your brand over other similar brand options
Example
Measured by factors such as repeat purchase behavior, price sensitivity, etc.

BRAND MANAGEMENT

Controlling the presentation of your brand identity and brand message across your entire organization and through all media and communication outlets
Example
These can range from exposure to products, packaging and price – to the customer experience of marketing activities and interaction with people.

BRAND MANTRA

A brand mantra is a summary phrase that is intended to capture the spirit of the Brand Identity in three or four words, as well as be inspirational to employees
Example
“Magical Family Entertainment” for Disney

BRAND MEANING

How the brand is defined in the mindset of the consumer

BRAND MESSAGE

The expression of the brand meaning to the consumer

BRAND MODEL

The processive organization of the brand

BRAND MYTHOLOGY

The story behind the brand’s origins and meaning

BRAND PERMISSION

The Do's and Don'ts, as outlined in the Brand Charter

BRAND PERSONALITY

The description of your brand in terms of human characteristics and uniqueness

BRAND PLANNING

The outlined steps for implementing and furthering the reach of your brand

BRAND POSITION

The stance and mindset of your brand … what it believes in

BRAND POSITIONING

Describing what your brand will communicate to a target group in order to achieve your competitive Identity
Example
A classic positioning has four parts: Target, Frame of Reference, Key Benefit or Point of Difference, and Supporting Reasons to Believe.

BRAND POSITIONING STATEMENT

A clear, concise, focused statement capturing the essence of a brand’s differentiation

BRAND PREFERENCE

The deliberate decision to choose one brand over another

BRAND PRODUCT RELATIONSHIP

The tangible relationship between the brand and the product represented by the brand. The brand must make sense from the perspective of the product

BRAND PROMISE

The experience that consumers should expect from your brand
Example
When an organization defines its brand promise, it should be differentiated, relevant, credible and irreproducible.

BRAND RECALL

Simple, immediate recognition and memory of a brand

BRAND RECOGNITION

Similar to Brand Recall. The ability of a consumer to recognize a brand, know that it exists, and know that it is a purchasing alternative

BRAND STEWARD

Someone with responsibility to monitor and adjust the brand according to your Brand Charter

BRAND STRATEGIST

An individual dedicated to the development and analysis of brand and branding practices

BRAND STRATEGY

The plan or platform that drives all decisions regarding the expression of your brand

BRAND VALUATION

Identifying and measuring the economic benefit from brand ownership

BRAND VALUE PROPOSITION

The functional, emotional, and self-expressive benefits of your brand that provide value to the customer

BRAND VISION

What your brand means to you, along with your intended direction for it

BRAND VISIONING

Your projected path of action to the increase market share of your brand

BRANDED HOUSE

A centrally focused group of brands that are clearly connected and coherent. A very large Family of Brands

BRANDFACE

Who the consumer believes himself to be when deciding to purchase your brand

BRANDING

The continual shaping of consumer perceptions towards your brand and corresponding products/services

BRANDING FIRM

A group of Brand Strategists and possibly that focus time and energy to develop and analyze your brand

BUSINESS OF THE BRAND

The function of the brand within the mindset of the consumer

BUSINESS PLAN

Structuring and goal-setting process of the business

CHALLENGER BRAND

A new or rising brand that is viable in spite of other existing brands dominating the category

COINED NAME

A brand name that’s been invented or made up – the advantage of such names is that they are easier to trademark, and they can be given their own meaning.
Example
Kodak, Experian

COMPETITIVE AUDIT

A close analysis of a brand’s competition within the market that defines the other brands present to the consumer

COMPETITIVE SET

The group of competitive brands within the market

CONNECTION

The bond between the consumer and the brand

CONSIDERED SET

The consumer’s set of brand options prior to purchase/selection

CONSIDERED SET

The consumer’s set of brand options prior to purchase/selection

CORE VALUES

The principles or ideology that all employees of an organization are expected to use, live by and demonstrate on a daily basis

CORPORATE IDENTITY

A subset of the overall brand identity including the brand’s core component — primarily its name, logo, and the formal business papers on which these will appear
Example
Business cards, letterhead, envelopes, mailing labels, invoices, etc

COVETOUS

The desire for possession and wanting of the brand

CREATIVE BRIEF

A document that assists an organization in their advertising efforts whose purpose is to keep messaging in line with the brand strategy and brand charter

DECISION TREE

The rational/emotional timeline leading up to brand purchase where the customer evaluates their wants and needs

DIFFERENTIATION

What separates one brand from another within the mind of the customer

ELASTICITY

The range of viability for a product/service

ELASTICITY

The range of viability for a product/service

ENDORSED BRAND ARCHITECTURE

where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement

EPONYM

Names created around fictional (or real) characters
Example
Victoria’s Secret, Betty Crocker, Starbucks was derived from the name of a character in Herman Melville’s Moby Dick

EQUITY MARKERS

A brand’s vantage points and points of differentiation

EQUITY MARKERS

A brand’s vantage points and points of differentiation

FIGHTER BRAND

The brand-product that is launched along side of a brand’s bestseller that “fights” in the marketplace for customers based on price - the idea of a fighter brand is for a company to capture “back” into the franchise, customers who have lost brand loyalty because of price.

FLANKER BRAND

The brand-product that carries the brand’s additional offering(s). The brands that fill gaps in the marketplace left by the fighter brand
Example
Bud Light

FOCUS GROUP

A research method involving a group of individuals giving in person responses (written or verbal) to research queries.

FREESTANDING BRAND ARCHITECTURE

where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.

FREQUENCY

How often a brand is recognized.

HOUSE OF BRANDS

A business that has multiple brands that are not necessarily part of the same family or are independent from each other and the Parent Brand.

INITIALISM

A group of initial letters used as an abbreviation for a name or expression, each letter being pronounced separately
Example
ING.

LEADING ROLE

A brand position in which a single product represents the entire brand

LOGO

The Corporate Identity element of the brand that visually identifies the product/service for the consumer (visual reflection of the brand)

LOGOTYPE

The stylized lettering often employed in a logo

MARK

The symbol, presented graphically, of the brand
Example
The font. The part of the logo with the brand’s name — separate from the symbol or icon.

MARKET PLACE

The generalized intangible area where market trends occur

MARKET SHARE

The overall amount of the market from which a brand benefits and owns

MARKET SPACE

The area in which any given brand is bought and sold

MARKETING

Tangible execution of brand messaging

MARKETING PLAN

The steps marketing follows in order to convey a message

MIND MAP

An image, centered around a key concept, with related words and concepts that represent semantic or other connections linked with the key concept using lines and/or arrows

MISSION STATEMENT

A mission statement is a short, formal written statement of an organization’s purpose, defining its scope and focus in plain, simple, descriptive terms - a mission statement is a practical outline of business objectives that avoids corporate clichés and boardroom buzzwords. Mission statements define what the organization does today, while vision statements describe what the organization wants to become or accomplish tomorrow.

MONITORING BRAND EQUITY

The process of ensuring and measuring brand advantages allowing a brand to make adjustments to meet the expectations of an ever-changing market

MONOLITHIC BRAND ARCHITECTURE

where the corporate name is used on all products and services offered by the company

NAMING STRATEGY

The process in which the name of a brand emerges as the phonetic/semantic representation of the brand

NICHE MARKET

Not mass marketed. Marketed to a smaller group of consumers who share a specific need/desire that is not a universal consumer expectation

OPPORTUNITY

The unoccupied space where a brand has potential to increase market share

OPTIMIZATION

When the brand is fulfilling all of its promises, gaining market share and maintaining equity to the best of its ability

PARENT BRAND

The original or most widely recognized brand in a family of brands

PRICE ELASTICITY

A comparative price study that shows the price ranges consumers are willing to pay for a product/service and their subsequent effects on demand

PUBLICITY

A type of public relations in the form of a news item or story that conveys information about a product, service, or idea in the media

REACH

The ability of the brand to influence a certain radius of customers

REBRANDING

The process of taking an existing brand and reworking the brand into something different and better than before

RELEVANCE

The amount of connection and sense the brand possesses with regard to something

SIGNALS CONSISTENCY

The uniformity of all the messages conveyed that speak about a given brand, including: logo, themelines, taglines, signage, signature systems, press releases, advertising and marketing, and internal communications.

SINGLE MINDED PROPOSITION

The single most important thing you can say about the brand that causes a consumer to change their perception of that brand and that necessitates a change in consumer purchasing decisions.

SLOGAN OR TAGLINE

An easily recognizable phrase that can accompany your brand name in marketing communications programs for reinforcing mental associations

SONIC BRANDING

The use of sound to convey a brand message
Example
Chimes for NBC, Intel

STYLE GUIDE

The document defining the rules of the brand usage regarding language, printed materials, design, etc.

SUPPORTING ROLE

Similar to “Flanker Brand.” A product in a given brand whose purpose it to support the main or “fighter” brand

TABLE STAKES

Basic category benefits that do not differentiate or even indicate brand presence

TARGET AUDIENCE

The group of consumers the brand wishes to influence or the consumers who already use brands within the considered set

TARGET MARKET

A market defined by a certain characteristic

THEMELINE

A simple, poignant phrase used to reflect brand meaning

TONE OF VOICE

How the brand speaks to its audiences

TRIGGER

A specific characteristic or message of a brand that causes change

UNIQUE SELLING PROPOSITION (USP)

The driving competitive advantage (Compare to “Value Proposition” and “Brand Promise”)

VALUE PROPOSITION

An analysis and quantified statement of the benefits that consumers can expect. Note: You can have a value proposition that isn’t unique

VISION STATEMENT

The goals, dreams and future aspirations of an organization - vision statements describe what the organization wants to become or accomplish tomorrow, while mission statements define what the organization is getting done today.

WEB STRATEGY

The plan of effectively exhibiting the brand via the web through search engine optimization (SEO), messaging, design, and content management

WORDMARK

A style of logo that uses type only. These logos are involve just color and font, and have no attached symbol or icon
Example
Coca-Cola, Old Navy

WORDMARK

A style of logo that uses type only - these logos are involve just color and font, and have no attached symbol or icon.

DESIGN

ART PROOF

The artwork for an ad, to be submitted for client approval

ARTWORK

The visual components of an ad, not including the typeset text

BLEED

Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page

BODY COPY

The text of a print ad, not including the headline, logo, or subscript

CAMERA-READY ART

Artwork that is in sufficiently finished form to be photographed for printing

CAPTION

(1) An advertisement's headline; or (2) the text accompanying an illustration or photograph

COLOR MATCH PROOF

Printed sample of a color advertisement

COLOR PROOF

A full-color print of a finished advertisement, used to evaluate the ad's final appearance

COPY

All spoken words or written text in an advertisement

DESIGN GRID

The hidden, underlying system of spatial units defining the organization’s use of imagery and how content is structured in two-dimensional layouts

DISPLAY AD

(1) Any advertisement other than a classified ad; (2) an ad that stands alone

FONT

A single weight and style within a typeface, e.g. Arial Black, Futura Light, or Times New Roman Oblique

LAYOUT

A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad

LOGO

The Corporate Identity element of the brand that visually identifies the product/service for the consumer (visual reflection of the brand)

LOGOTYPE

The stylized lettering often employed in a logo — the part of the logo with the brand’s name — separate from the symbol or icon
Example
Font

MARK

The symbol, presented graphically, of the brand

MONOGRAM

A type of logo using the letter(s) from a name to create a sort of visual shorthand or abbreviation
Example
VW and McDonald’s Golden Arches

MONOLITHIC BRAND ARCHITECTURE

where the corporate name is used on all products and services offered by the company

PROOF

An impression on paper of type, an engraving, or the like, for the purpose of checking the correctness and quality of the material to be printed

SIGNATURE SYSTEM

Letterhead, envelopes, fax sheets, memos…etc. The internal documentation of your brand

SPECS (ADVERTISING SPECIFICATIONS)

Size and technical requirements for advertising material

TYPE FONT

Refers to the complete alphabet for a specific typeface

TYPEFACE

A set of characters, usually the alphabet plus other specialized symbols, designed with consistent characteristics and attributes

TYPOGRAPHY

The font and visual appearance of lettering

VISUAL AND VERBAL BRAND IDENTITY

The rules for consistently expressing the brand, which encompass: name, logo, URL’s, symbols, jingles, spokespeople, taglines, sub-brands, sounds, colors, characters, endorsements, partners, as well as tone of voice.

WHITE SPACE

Unoccupied parts of a print layout, including the spaces between headlines, blocks of copy, illustrations, photos, etc.

MEDIA BUYS

ADVERTORIAL

An advertisement in a print publication that has the appearance of a news article or editorial

BURIED POSITION

An ad placed between other ads in a print publication, where readers are less likely to see it

CARD RATE

Media rates published by a broadcast station or print publication on a rate card - this is typically the highest rate charge

CENTER SPREAD

The two facing center pages of a publication - there is a continuous gutter in the center spread

CIRCULATION

The average number of copies distributed

CLASSIFIED ADVERTISING OR CLASSIFIEDS

Help wanted, positions wanted, and other categories of advertisements appearing under distinctive headings, usually with special rate for insertion, and usually in uniform and specified type of a single size with no display

CLOSE

The deadline for which an advertisement must be received for a certain issue - sometimes referred to as insertion order close or material close

COLUMN INCH

A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches
Example
An ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches

DAYPART

The time segments in which a day is divided by radio: (1) morning or a.m. drive; (2) midday; (3) afternoon or p.m. drive; and (4) evening

DISTRIBUTION

The total number of copies distributed per issue whether paid, non-paid, or unpaid

EDITORIAL

(1) The non-advertising part of a publication; (2) an article expressing the policy of the publication or the view of the editor

FREESTANDING INSERT

An advertisement or group of ads inserted, but not bound, in a print publication

GUTTER

The interior margins of two pages that face each other in a print publication
Example
Spread

INFOMERCIAL

A commercial that is similar in appearance to a talk show, news program, or other non-advertising program content - infomercials are the broadcast equivalent to an advertorial.

INSERT

An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper - it may be bound into the publication, or be inserted without binding.

INSERTION

An ad in a print publication

INSERTION ORDER

An agency or advertiser's authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price

MAKE GOOD

(1) To present a commercial announcement after its scheduled time because of an error; (2) to rerun a commercial announcement because of technical difficulties the previous time it was run; or (3) to rerun a print advertisement due to similar circumstances

MEDIA BUYING SERVICE

Agency that specializes in the services of media buying

MEDIAN

The middle value of result (the middle value in the sequence of values taken)

PASS-ALONG READERS

A reader that becomes familiar with a publication without purchasing that publication - these readers are taken into account when calculating the publication's readership, or total number of readers.

PREFERRED POSITION

A position in a printed publication that is thought to attract most reader attention and is sold at a higher rate
Example
The back cover of a magazine

PRODUCTION

Process of physically preparing the advertising idea into a print or broadcast advertisement

RATE

(1) The amount charged by a communications medium to an advertiser based on per unit of space or time purchased. The rate may be fixed or vary from national to local campaigns. (2) To estimate a particular media's audience size based on a research sample

RATE CARD

Information cards, provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.

READERSHIP

(1) The total number of readers of a publication, including primary and pass-along readers; or (2) the percentage of people that can recall a particular advertisement, aided or unaided

SPLIT RUN

Two or more different forms of an advertisement that are run simultaneously in different copies of the same publication - used to test the relative effectiveness of one advertisement over another, to appeal to regional or other specific markets

SPREAD

(1) A pair of facing pages in a periodical; or (2) an advertisement printed across two such pages

STAGGERED SCHEDULE

A schedule of advertisements that have different insertion dates in one or more periodicals

TABLOID

(1) A size of newspaper, normally 14" high by 12" wide, roughly half the size of a standard newspaper; or (2) a newspaper of that size

TEAR SHEETS

A page cut from a magazine or newspaper that is sent to the advertiser as proof of the insertion. Also used to check color reproduction of advertisements

RESEARCH / MEASUREMENT

ACTIONABLE

Measurable, tangible results

AVAILABILITY

Advertising time on radio or television that is available for purchase

CONJOINT ANALYSIS

A statistical research method that involves the measurement of the collective effects of two or more independent variables (i.e. product attributes, e.g. color, size, ease of use, cost, etc.) on the classification of a dependent variable

CROSS TABULATION (CROSS TABS)

A research analysis method of taking multiple responses and relating them to one common factor

INCIDENCE

The frequency of an event occurring. In research, this can be used to describe the response rate or the number of times an event or behavior occurs in a given sample or population

INFLUENCER

The element that causes a change in behavior

MARKET MATRIX

The visually plotted space on a set of axes that represents the space for brand opportunity within the market space

PROJECTABLE

Research data that can reasonably be predictable given a confidence level and margin of error

QUADRANT

A block of space between the X and Y axes

QUALITATIVE

Non-numerical values/codes resulting from research - qualitative data is usually not statistically predictive of a population and is usually used as the foundation for quantitative research.

QUANTITATIVE

Numerical values resulting from research - quantitative data is usually statistically predictive of a given population as long a sound research methodology was used in gathering the data.

RESEARCH

The process of gathering data through testing of relevant questions in a given market whose purpose is to produce actionable results for the brand

RESEARCH DESIGN

A systematic plan or "roadmap" to gather data - the research design looks at what data to gather, from whom, how and when to collect, and how the data will be analyzed.

RESEARCH STRATEGY

The “thinking” behind conducting research - understanding what questions to ask and how they impact the purpose and objectives of the research.

RETURN ON INVESTMENT (ROI)

The financial return/sales you receive directly from your investment in brand development

RULING PRECEPT

The overarching precept that controls the other precepts - the dominant belief that influences the purchase decision

SAMPLE SIZE (N)

The number of participants from a population to be included in a research study

SEGMENTATION

Dividing the market by a certain characteristic
Example
Race, Geography, Gender

STATISTICALLY SIGNIFICANT

A clear difference in numerical results that indicates a significant diversion

STRATIFICATION

Statistical tool based on showing data so that individual characteristics can be observed - the process of grouping data according to common characteristics so that these differences which might affect the outcome of the research can be taken into account.

SWITCHING BEHAVIORS

Consumer behaviors for which research tests to determine how likely consumers are to switch brands - testing Brand Loyalty.

SWOT

Short for “Strengths, Weaknesses, Opportunities, Threats,” a common analysis performed in brand assessments and at strategic retreats

TOP OF MIND AWARENESS

The first brand recalled unaided by the customer