Brand Glossary

Browse 12 brand terms defined in plain English, from the cultural dictionary of computing.

12 Brand Terms

Brand Equity
The accumulated value of a brand in the market, reflected in trust, recognition, pricing power, and customer preference. Strong brand equity lowers acquisition...
Brand Strategy
The plan for how a company wants to be perceived, differentiated, and remembered in the market through messaging, design, tone, and positioning. In startups it...
Design Language
A coherent set of visual, structural, and interaction principles that make a product or brand feel consistent. In tech and product culture design language is...
Earned Media
Publicity gained through press coverage, mentions, sharing, or word of mouth rather than through paid placement. Earned media often carries more credibility...
Employer Brand
How a company is perceived as a place to work, including its reputation, mission, culture, and employee experience. Strong employer brand can materially...
Flagship Product
The most prominent or strategically important product in a company's portfolio, often the one most associated with the brand. Flagship products usually shape...
Halo Effect
The tendency for one strong positive impression, such as a respected brand or flagship product, to influence how people perceive other parts of the company....
Mission Statement
A concise statement describing the company's purpose and the value it aims to create in the world. Strong mission statements guide decisions; weak ones become...
Rebrand
To change how a company, product, or category is presented through name, identity, messaging, or positioning. Rebranding can signal strategic change, but it...
Repositioning
Changing how a company or product is framed in the market to target a different category, buyer, use case, or value story. Repositioning is often driven by...
Trademark
A legally protected word, phrase, symbol, or design that identifies the source of goods or services. Startups care about trademarks because naming conflicts...
Vision Statement
A concise statement describing the long-term future a company wants to help create. Unlike a mission statement, a vision statement usually points more toward...

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