Glossary

• Brand: A brand is a combination of a name, term, design, symbol, or other feature that identifies a product or service and distinguishes it from those of other producers.

• Brand identity: The visual elements that form a brand's overall image. This includes the brand's logo, color scheme, typography, and other design elements.

• Brand positioning: The way a brand is perceived in the market relative to its competitors.

• Brand strategy: A long-term plan for the development of a successful brand in order to achieve specific goals.

• Brand equity: The value of a brand in the market. This includes the perceived quality of the product or service, the strength of the brand's reputation, and the emotional connection that consumers have with the brand.

• Brand storytelling: The use of narrative to communicate the values and personality of a brand.

• Brand personality: The set of human characteristics associated with a brand.

• Brand ambassador: A person who represents a brand and promotes it to potential customers.

• Brand loyalty: The tendency of consumers to continue purchasing the same brand over time.

• Brand licensing: The process of allowing another company to use a brand's name, logo, or other elements of its brand identity in exchange for a fee.