Glossary

Brand
The term in marketing, the symbolic embodiment of a set of information associated with a particular product or service. Usually includes the name, logo and other visual elements (fonts, color schemes and symbols).
Earlier the term "brand" ("brand-name") did not mean any trademark, but only widely known. Nowadays it is used as a synonym for the term "trademark".

Brandbook
Detailed developed directory of corporate identity.
First a logo is created, it is affirmed and based on it a corporate style is created: colors, design elements. It is known that it is necessary to create and advertise the logo because it is remembered for repeated repetition. If there is no specific style, it will make learning difficult. Therefore, this kind of personal standards are being developed.

The brandbuilder specifies the options for writing a logo. For example: a color and black and white version, colors when writing on a light background and color when writing on a dark background, vertical and horizontal options. Thus, if you need to use the logo in different places, recognizability will remain.
Branded colors are defined, not approximately, but their code is indicated.
The possible variants of incorrect writing are also indicated to avoid mistakes.

Branding
The building and development of the brand, the techniques of creating a special impression, which contribute to the overall image and in relation to the target market segment to the brand.

Image
Artificial image, formed in the public or individual consciousness by means of mass communication and psychological influence. The image is created (propaganda, advertising) with the purpose of forming in the mass consciousness a certain attitude to the object. Can combine both the real properties of the object, and nonexistent, attributed. In our country, one of the first about the image spoke Victor Shepel.

Corporate style
(или фирменный стиль)
A set of graphic forms and principles of construction, united by one idea, the main task of which is to distinguish a company among themselves, and create a recognizable image in the eyes of consumers. Corporate style is the most important element of the company's image, and the basis of its brand.

Ligature
(latin ligatura — communications)
The sign of any system of writing or phonetic transcription, formed by the connection of two or more graphemes, for example, dates., Isl., Norw. & Aelig ;, German. Β.
For non-merged parts (sometimes changing their form), you can usually see which letters are part of the ligature. In some systems, letters of the ligature of many alphabetic combinations have come into general use, being, as it were, complex letter marks for the image of certain sound complexes.

If the ligature is used for a long time, its evolution continues. In particular, the transition of the ligature into a special symbol is possible. To such signs belongs the symbol "@", which stands out from the English preposition "at".

Logotype
(from old greek λογος — word + τυρος — type)
The original outline of the full or abbreviated name of the organization or product. The logo is the verbal part of the trademark.

Naming
This professional development of the name of the process is the development of the name of the company, brand (trademark, trademark), which in our opinion should end with the registration of a verbal trademark.

Rebranding/Rendering/Restyling
The brand has become irrelevant in the market; His role in the portfolio of the company's brands has changed, for example, a more successful brand has emerged, targeting the same target audience; Before the brand can be set more ambitious tasks in terms of sales, and the target audience to which it was initially oriented, is not sufficient in its number or purchasing power, so it becomes necessary to reorient to another audience.

Slogan
A laconic, easily memorized phrase expressing the essence of the advertising message. Many slogans are registered trademarks.

Trademark
Designation (verbal, pictorial or combined), serving for the individualization of goods and/or services. The rightholder of a trademark has the right to use it and prohibit its use by other persons. The use of a trademark without the permission of the rightholder is prohibited. For the unauthorized use of a trademark, it is possible both civil-law and criminal liability (Article 180 of the Criminal Code of the Russian Federation).