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Collaborative Branding Glossary

When you run your own business, you hear many branding words that might not make sense to you. That’s why we’ve gathered some branding terms that we think you should know. They will help you clarify what Branding really is and what value it can bring to your business.

As our moto is “always keep learning”, we would like to invite you to craft the best possible Collaborative Branding Glossary out there with us!

Let us know if you want to include more terms or if we skipped any important buzzword – send us a message or write us a comment below.



Brand is how people perceive your business.


Branding is every action you take to build your company’s image.

Brand architecture

Brand architecture is an organizational system that defines how a company’s individual brands relate and interact with each other. Think about Google and how Youtube, Google Maps, Android coexist.

Brand assets

Brand assets are the elements – like fonts, colors, animations, etc. – that come together to create a distinctive brand image.

Brand attributes

Brand attributes are the qualities and personality – fun, trustworthy, honest, etc. – that make a brand unique and recognizable.

Brand awareness

Brand awareness is how familiar the general public (and your target audience) is with your brand.

Brand experience

Brand experience is how the brand is experienced by potential and existing customers before, during, and after all interactions with the brand.

Brand extension

Brand extension is when a company “extend” their brand to develop new products in different industries and markets, diversifying their product lines.

Brand guidelines

A Brand guideline is a rule book that provides guidance and understanding of the brand legacy, vision, mission, personality, and attributes. It sets standards and informs employees and stakeholders on how to use the brand assets.

Brand hierarchy

Brand hierarchy is a system that differentiates the individual sub-brands of a larger brand. It can be based on size, performance, public recognition or financial value.

Brand identity

Brand identity is a collection of brand elements that create a unique brand image.

Brand image

Brand image is the perception a brand leaves on the minds of the customers.

Brand management

Brand management is the process of creating and maintaining your brand.

Brand personality

Brand personality is the attribution of human personality traits to a brand. This traits drive customer connection and inform your brand behavior, from employers actions to communication and advertising.

Brand positioning

Brand positioning is the distinctive space that a brand occupies in a competitive environment. It is how it differentiates from its competitors to claim the brand’s desired market position and establish its unique impression in the customer’s mind.

Brand recognition

Brand recognition is how well your target audience can recognize and identify your brand without seeing your business name (like Nike or Apple).

Brand trust

Brand trust is how strongly your target audience believes in your brand.

Sources: Brands by Ovo; Hubspot.