Brand Strategy
German – English Terms
From A to Z. English technical term small above the German one.
All technical terms of the course from A to Z. On each card, the English technical term is written small at the top, followed underneath by the German term and its explanation.
A
ARCHETYPE
Archetype
A recurring character from stories that brings a brand personality to life.
B
BRAND CANVAS
Brand Canvas
Brand strategy summary on one page.
BRAND GUIDELINES
Brand Guidelines
Rules and examples for the use of brand elements.
BRANDED HOUSE
Branded House
Brand architecture in which all offerings carry the umbrella brand.
C
CONSUMER INSIGHT
Consumer Insight
Insight into people with a tension between behaviour and desire.
CORPORATE DESIGN
Corporate Design
Visual identity of an organisation: logo, colour, typography, imagery, design language.
CORPORATE IDENTITY
Corporate Identity
An organisation's self-image: values, behaviour, communication and design.
Design System
Rules and building blocks for applying the brand elements: spacing, grids, components, examples.
Iceberg model
An image of a brand: the visible aspects, such as the logo and colours, rest upon the invisible, such as values, culture, and experiences.
E
ENDORSED BRAND
Endorsed Brand
Independent brand with a visible parent brand endorsement.
Golden Circle
Simon Sinek's model: first the why, then the how, then the what.
G
GREENWASHING
Greenwashing
Unsubstantiated or exaggerated environmental claims made by a brand.
H
HOUSE OF BRANDS
House of Brands
Brand architecture where each offering has its own brand.
I
BRAND IMAGE
Image
External image: how people actually perceive a brand.
J
JOBS TO BE DONE
Jobs to be done
An approach that asks what task people want to accomplish with an offering.
M
BRAND ARCHITECTURE
Brand architecture
Organisation of the brands and sub-brands of an organisation.
Brand core
What defines a brand at its core: purpose, values, and promise.
BRAND PERSONALITY
Brand personality
Human characteristics attributed to a brand.
BRAND PROMISE
Brand promise
What people can expect from a brand at every touchpoint.
Brand equity
Brand value
Additional value that a brand brings to an offering.
MISSION
Mission
What an organisation does daily to achieve its vision.
N
NAMING
Naming
Development and testing of names for brands and offerings.
NET PROMOTER SCORE
Net Promoter Score
Metric for the willingness to recommend a brand.
P
POSITIONING
Positioning
The place that a brand should occupy in the minds of the target audience.
PERCEPTUAL MAP
Perceptual map
Mapping of brands along two axes that are important to the target audience.
PURPOSE
Purpose
The reason why a brand exists, beyond just making money.
S
SWOT ANALYSIS
SWOT analysis
SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats).
T
TONE OF VOICE
Tonality
The way a brand speaks.
Touchpoint
Touchpoint
Touchpoint between people and a brand.
V
VISION
Vision
A vision of the future that a brand aspires to achieve.