A glossary of terms commonly used in the field of design and brand strategy.

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Abstract Name

A term used to name a product, service or company that is not related to the industry in which it functions

A/B Test

A method of comparing two solutions or factors by dividing an audience or set of users into two testing groups.


A standardized model of a personality or behaviour, often used in Marketing , storytelling, psychology, and phylosophy.


The group of people for which a product, service, message or experience is designed.


A brand name consisting of an abbreviation formed from the initial letters of multiple words, and pronounced as a single word, e.g., IBM stands for International Business Machines Corporation.


The measure of how familiar customers are with a brand. Spontaneous when a brand is named without any aid, or Prompted when a brand is picked from a list.



The identity, experience and perception of a comercial, cultural or personal entity.

Brand Architecture

A hierarchy of related brands or brand names, often beginning with a master brand and describing its relationship to subbrands and co-brands.

Brand Identity

A unique set of visual, functional and mental associations the brand aspires to create or maintain. These associations define what a brand is and what it should stand for in the minds of customers.

Brand Experience

The means by which a brand is experienced. It comprises the sum total of all the interactions a customer has with a brand, through products & services, spaces and also human interactions.

Brand Mission

A statement or short paragraph expressing a company’s core purpose or reason for being. The brand mission provide direction for the entire organization

Brand Perception

The brand perception or brand image is the set of associations that represents what the brand stands for in the minds of consumers.



How the market groups the available products or services that satisfy a particular need, e.g., Energy Drinks.


The use of two or more brand names for mutual benefit. For example, in support of a new product or service

Combination names

Brand names created by bringing two words together. In many cases, it’s two complete, real words used to create one.



Statistical information on the population or particular groups within it. It includes socio-economic data points such as age, gender, employment, professional activity, among others.

Descriptive Name

A brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization). Often contrasted with abstract brand name, suggestive brand name.


The process of transforming information and insights into meaningful solutions that address people's needs.


Emotional Value

The value derived from how a brand makes a customer feel through the interactions they have with the brand (see brand experience).


Grouping together a sub-brand and the parent brand to add prestige and credibility.


In anthropology, the study of people in their natural settings; in business, a qualitative research technique for discovering needs and desires that can be met through innovation.



Product traits or attributes that deliver value to to end-users and differentiate a product in the market.

Focus Group

A qualitative research method in which several people are invited to a research facility to discuss a given subject; a type of research designed to focus later research.


A conceptual structure that helps organising information and serves as a supporting tool for creation and management, e.g, a Brand Framework can act as a reference for the creation of brand communications.

Missing something?

Please get in touch if you are looking for a definition you can't find above, or if you would like to have an exchange on a specific term.

a Blog by David Mendes