Brand
Identification of a business's products, services and organization through a combination of a name, symbol, design and colors. Distinguishes a business among its competitors.

Branding
Process of defining a company's core attributes and values, from which a brand and brand image are visually built.

Brand Equity
The perceived quality and value of a brand amongst consumers and clients.

Brand Essence
The intrinsic or indispensable characteristics of a brand composed into one fundamental concept.

Brand Extension
Expanding the concept of a brand by organizing brand identity elements into cohesive groupings, providing texture and completeness.

Brand Harmonization
Concurrence of brand elements throughout products and services and/or geographic markets.

Brand Image
Visual representation of all nuances.

Brand Positioning
A company's position within the industry that specifies their brands point of superiority and differentiation among its competitors.

Co-Brand
The unification of two or more brands, comparative in strength, in relation to a common offer.

Interactive Branding
Developing a Web or interactive product, incorporating the established brand cohesively among the structural, informational and graphic design.

Positioning
A statement that actively communicates and reinforces an organization's strengths and advantage points to their primary and secondary target audience.