A major overhaul of a brand,
A special retail sale format for
The way of graphically
starting with its positioning and
displaying and selling individual
representing the different
proceeding through creative
portions of a product.
versions (flavors, colors, aromas)
The value of the brand in its
regeneeration of the brandd
holistic sense to its owners
as a corporate asset.
within a product line. Guidelines: Directives defined by the client
or established by the brand at
The phase in the design process
The process by which both a
the outset of a project.
for optimizing images and other
The distillation of a brandâ€™s
brand and brand identity are
intrinsic characteristics into a
project proposals. Line Extension*: A new variation of a product
or service sharing the same
Digital emulation for visualizing
essential characteristics as
a graphic proposal in 3D.
A new product or service that is
the parent, but offering a new
related to an existing brand, but
characteristics, standards and
benefit, such as flavor, size,
that offers a different benefit
scope that should be observed
package type, etc.
and/or appeals to a different
throughout a project. Mandatories:
succinct core concept.
target segment. Call to Action:
Term derived from the adjective
Stock keeping unit. An
An image or phrase used to
mandatory which refers to
individualized code of numbers
The synchronization of all
communicate a short, simple,
the guidelines, features and
or letters and numbers that
elements of brand identity,
persuasive concept meant to
standards that must be fulfilled.
businesses assign to each
across a line of products
attract consumers and get them
or services and/or across
to act, in addition to reinforcing
and building the brand.
product for identification and inventory control. Tag line: Slogan u otra frase que
describe, sintetiza o ayuda a
The specific niche in which
Term alluding to all the
Point of Purchase. The most
generar interĂŠs por un producto
the brand defines itself as
materials (editorial, at point
important communication tool in
occupying in the competitive
of sale, etc.) that reinforce
promoting purchase. It includes
communication of a product
posters, awnings, stoppers
Target: Slogan or other phrase
addresses differentiating brand
(graphics that stand out on the
that describes, synthesizes or
attributes, user benefits and
shelf), hanging signs, electronic
helps generate interest in a
target segments, singly or
notices and other displays at the
product or service.
The use the back panel of a
point of purchase.
package to publicize other products in the line.
* Dictionary of Branding Terms, Landor Lexicon, 1995. With kind permission of Landor Associates, http://www.landor.com
Published on Jul 3, 2009