Brand Canon
The established set of core values, stories, and attributes that define a brand's identity and guide its communications.
43 topics found for
“brand value”
Parent Brand
The main brand in a brand architecture that houses sub-brands or extensions.
Brand Equity
The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty.
Brand Attributes
The characteristics and qualities that define a brand and distinguish it from competitors.
Masterbrand
The primary brand in a brand architecture that serves as the foundation for all sub-brands and extensions.
On-Brand
Actions, messages, or visuals that are consistent with the established brand identity and values.
Off-Brand
Actions, messages, or visuals that do not align with the established brand identity and values.
Sub-Brand
A brand that is part of a larger brand family, often having its own distinct identity while being related to the parent brand.
Brand Book
A document that outlines the guidelines for how a brand should be presented, including visual identity, messaging, and tone.